Wearable, Portable, and On-the-Go Formats Go Mainstream
Beauty’s evolution into an always-on, lifestyle-driven category has fueled demand for packaging that travels well, both physically and culturally. From keychains and bag charms to lockets and mini compacts, packaging is increasingly designed to be worn, attached, and displayed like accessories.
“Categories like lip balm, sunscreen, and hand sanitizer will continue to adapt their packaging to be portable, attachable, and on the go,” said Kim. “Whether through key rings or charm-inspired formats, this trend will remain strong as consumers prioritize convenience without sacrificing style.”
Assenza has also seen a surge of innovation in this space, signaling strong demand from brands and consumers alike. She predicts seeing lip glosses in lockets and blushes on keychains trend in 2026, creating socially shareable moments. Sustainability-minded consumers might balk at this trend, believing that it goes against the tenets of environmental friendliness, but when done well, this type of packaging can actually extend the life of the packaging.
“On-the-go packaging often has challenges with recyclability due to its smaller size, so reuse is actually a great outcome,” Assenza said. “The key is designing something worth wearing.”
For example, a lip gloss locket necklace can continue to be worn as an accessory long after the product is completely used. Assenza pointed to Victoria Beckham’s perfume bottle necklace as an example of this trend.
Similarly, stick formats that consumers can take with them on the go will continue to dominate and proliferate across multiple beauty categories.
“2025 proved sticks aren’t just convenient,they’re category-expanding, with stick formats driving growth across sunscreen, blush, haircare, and multiuse balms as consumers prioritize streamlined routines,” said Assenza. “From all-over balms and stick sunscreens to dual-ended color sticks and hair slick sticks, expect more launches that collapse multiple steps into one easy-to-carry, mess-free format.”
A New Era of Strategic, Specific Sustainability
After years of highly visible sustainability decisions that sounded great in theory or on paper, brands will be forced to evaluate whether their packaging strategies actually deliver measurable environmental benefit. In 2026, sustainability will be driven by inventory discipline, margin pressure, and system effectiveness over performative marketing and empty promises, according to Kent-Gunn Garibay. In short, the people want to see the proof.
At the same time, the language of sustainability is becoming more precise. Helen Yang, CEO and co-founder of Clement Packaging, notes that customers and creators alike are increasingly calling out the vagueness of the term. Claims like “eco-friendly” are losing credibility as consumers and regulators demand specificity. In 2026, Yang expects brands to pursue clearer carbon metrics, traceability markers, defined recycled-content thresholds, and credible compostability certifications.
Lightweight Luxury Redefines Premium Packaging
Luxury packaging in 2026 is shedding excess weight, literally. (Even the packaging industry can’t avoid the influence of GLP-1s!) The heavy, excess packaging of the early 2020s is on its way out, soon to be replaced by novel high-end materials that feel light to the touch.
“We’re already seeing less requests come through for adding weight or layers to packaging, and more thoughtful conversations around how to convey prestige through a textured surface or a specific silhouette,” said Yang. “I predict we’re trending towards a harmony between luxurious products and conscious packaging design, and I don’t think the two concepts are at odds.”
Increased Investment in Regulation and Data Compliance
Packaging legislation is no longer something brands can afford to defer. Extended producer responsibility (EPR) programs, packaging taxes, and regulations such as the EU’s Packaging and Packaging Waste Regulation (PPWR) are forcing brands to account for packaging composition, volumes, and end-of-life impact with unprecedented transparency, according to John Blake, Senior Director Analyst at Gartner. “Packaging legislation compliance is fully reliant on accurate specification data, driving organizations to seek solutions and services to quickly close data content, quality, and governance shortfalls,” Blake told BeautyMatter.
Failure to comply in the coming years could carry significant costs, and, in some markets, the loss of access altogether.
Reduction, Reuse, and Radical Transparency
Mintel predicts a resurgence in reuse systems, packaging minimalism, and material honesty. 2026 should see an increase in packaging that doesn’t just claim responsibility but embodies it. According to Mintel, the future of packaging is quieter, more intentional, and more honest.
“That means using less material, favouring mono-material simplicity, and embracing reuse and refill models that fit real-life behavior,” the report read. “The winning brands will be those that abandon the recycling myth and design for a world where less really means more.”
The global market intelligence agency points to Radox as an example of how transparency can build trust: its bottles, made with 50% recycled plastic, are slightly darker in color—a deliberate, visible sign of progress. In communicating this openly, the brand highlights an annual reduction of 450 tons of virgin plastic.
Smart Packaging
Frank predicts that the beauty industry will adopt more connected packaging in 2026, whether that’s via QR codes, NFC, or RFID, turning packaging into a two-way channel.
“The barrier to entry for QR, NFC, and RFID is essentially gone,” said Frank. “These technologies are now easy to implement, cost-effective, and the benefits far outweigh the incremental costs for brands.”
Connected packaging will increasingly be used to connect directly with consumers—from education and usage instructions to reorders, subscriptions, and loyalty—while also supporting authentication and anti-counterfeiting efforts.
“Counterfeiting has become incredibly easy, and smart packaging is one of the most effective tools brands have to protect their products,” said Frank. “It also gives brands visibility into where products are sold across DTC, retail, and the broader supply chain, which is becoming increasingly critical.”
Mintel points to Ocado, the online grocery retailer, as an early example of this shift. Through the use of second-generation, or 2D, barcodes embedded directly into packaging, Ocado links products to recycling and reuse schemes, rewarding consumer participation while providing instant sustainability insights. The technology also enables more accurate packaging traceability across the supply chain, which is an important step toward greater accountability.
As reporting requirements tighten and consumer skepticism around marketing claims grows, these technologies offer brands a way to share sourcing details, usage guidance, sustainability data, and refill or recycling instructions, while also enabling post-purchase engagement. In 2026, connected packaging is expected to shift from a gimmick to a functional layer that supports transparency, retention, and long-term brand trust.
All About Aluminum
Aluminum was a breakout material in beauty in 2025, driven by adoption from brands such as Dieux, Experiment Beauty, and Grown Alchemist. As refillable models continue to gain traction, aluminum has emerged as both a premiumization opportunity and a “plastic-free” alternative, according to Assenza. She reported seeing an increase in beauty brands actively sourcing aluminum packaging for products launching in 2026.
“From a format perspective, expect more brands opting for aluminum cosmetic tubes (particularly for lotion), vintage tins, pouches, and bottles for their next launches,” Assenza said.
System Simplification
Focus is a major defining theme of 2026 beauty packaging trends, but that doesn’t necessarily mean boring or conventional. Rather, it’s about concentrating differentiation where it delivers the greatest return.
“In response to 2025’s tariff exposure and economic unease, brands are simplifying packaging systems by reducing component count, supplier complexity, and country of origin risk,” said Kent-Gunn Garibay. “At the same time, differentiation is being deliberately concentrated in high-impact areas like application, color, and on camera performance, resulting in packaging that is operationally conservative but experientially bold.”
