1). Reducing the amount of packaging. This trend is aimed at both cutting costs and reducing shipping costs now that e-commerce has exploded.

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2). More sustainable/responsible packaging. Brands are going beyond just recyclability of the packaging and looking at compostable/biodegradable materials, and we see a big push for refillable containers.

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3). The rebirth of the unboxing experience. Many brands realize that their website and package are the closest contact they will have with their consumers until retail makes a recovery, and have enhanced the experience while being mindful of the first trend. Including a personal note, social links and a QR codes for product reviews are far more common now. It’s no longer, “here is your product, thanks for your order,” but “thanks for your order, welcome to the family and how can we make your life better,” a conversation starter.

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I believe that these are not trends, but rather will become established standards for packaging in the years to come with more innovative materials and approaches to sustainable/reusable packaging.

—Jonina Skaggs

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Beauty Independent’s ‘No Stupid Questions’ is a series where industry experts answer common questions related to beauty and skincare, providing valuable insights and advice.

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