Rigid plastics was the most commonly used package material in the make-up sector, accounting for 67.3% of the volume share in 2017. 

The use of flexible packaging material is expected to grow the fastest, at a CAGR of 4.03% during 2012–2022, followed by glass at 3.95% during the same period.

88.5% of the products in the global make-up sector did not use any closure type in 2017. However, screw top was the most commonly used closure type, accounting for 9.5% of volume share in 2017.

Carton - folding was the most commonly used primary outer type, accounting for 14.6% of volume share in 2017. It was followed by blister pack with a 9.4% share.

Functionality claims, such as ‘long-lasting’, ‘water-resistant’ and ‘quick’ are increasingly appearing in the make-up sector as brands look to target busy consumers seeking rapid results. ‘Vegan’ and ‘cruelty free’ have also become popular claims for brands to position products as animal friendly, which is likely to appeal to vegan consumers and those who are concerned about the use of animal testing in the development of make-up products they choose to purchase. 

Alongside highlighting functionality claims, brands are likely to target the clean label trend, as the movement drives interest in product formulations that carry ‘organic’ tags. Make-up offerings that highlight ‘organic’ claims can appeal to eco-conscious consumers as such products are generally perceived to use sustainably sourced, high-quality ingredients. 

Consumers worldwide are becoming increasingly knowledgeable about their health, paying close attention to product ingredients. While this trend may be more apparent in food and drink choices, the clean label trend extends to the cosmetics and toiletries section, and consequently, it is important that brands provide accurate ingredient lists, allergen information and the quantity of contents to ensure the product is used safely. 

The desire for products with clearly communicated on-pack information will likely gain momentum as the demand for simple and clean labelling progresses. This may manifest in a variety of ways, such as using easy to understand language or swapping out scientific names for recognisable ingredient names. For instance, replacing Tocopherol with Vitamin E is likely to appeal to consumers.

Growing consumer awareness about the ecological impact caused by packaging waste is driving demand for eco-friendly products, which in turn is putting pressure on brands to demonstrate corporate social responsibility. 

This emphasis on eco-consciousness, coupled with the rise of mandatory regulations prioritising resource conservation and climate change, means that manufacturers are now expected to implement sustainable business practises, while also enhancing the performance of packaging by increasing recyclability and minimising the amount of wastage that ends up in landfills. The wide array of refill eyeshadows and pressed foundation powders sold in paper envelopes from Canadian manufacturer Pure Anada is a prime example of how brands can use more ‘green’ packaging materials to appeal to environmentally aware shoppers.

However, while the consumer demand for more recyclable packaging is high, shoppers are not always willing to pay more for the extra production costs often required for brands to comply sustainability regulations. Consequently, balancing product pricing against rising production costs is a challenge for manufacturers, particularly if a brand aims to remain profitable in a highly saturated and competitive market.