From the experts: 2024 beauty packaging trends include minimalism, sustainability, and 'sophisticated simplicity'



From the experts 2024 beauty packaging trends

The cosmetic and personal care product packaging industry is experiencing significant transformations driven by emerging trends and consumer demands in 2024. To delve deeper into these developments, CosmeticsDesign interviewed Brian Techter, President of Packaging at RRD, a company that provides end-to-end packaging solutions for beauty brands.

In this Q&A, Techter shares insights on the latest aesthetic preferences such as “quiet luxury” and “sophisticated simplicity,” the rising importance of sustainability with trends like reusability and refillability, and the impact of e-commerce on packaging design. Additionally, he provides insights into how beauty brands achieve a premium feel through packaging design, address consumer demographics, and integrate technology and digital innovations into their packaging solutions.

CDU: As an end-to-end provider for brands in the beauty, cosmetics, and personal care sectors, what are some of the key packaging trends you’ve observed recently? 

Brian Tetcher (BT)​: From a design standpoint, “quiet luxury,” “clean,” and “sophisticated simplicity” aesthetics are trends we have seen on the rise in 2023 and 2024. Brands are embracing minimalist packaging through clean lines, understated colors, and tasteful graphics, which tends to convey a luxurious image that customers continue to seek out. 

CDU: Sustainability is becoming increasingly important across industries. How are you seeing this trend manifest in the packaging solutions your company provides for beauty brands? 

BT​: According to Mintel’s 2024 Global Beauty and Personal Care Trends Report, consumers (particularly Gen Z and Millennials) are seeking out personal care products that align with their values and goals regarding wellness and sustainability and we’re seeing this play out as brands communicate through packaging. 



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