Beauty packaging in 2026 is expected to reflect a growing desire for comfort and authenticity in the face of volatility and the rising influence of artificial intelligence.
For this article, Cosmetics Business spoke to industry experts in beauty packaging design about how these trends will play out over the year ahead.
1. Emotional wellness
Bright and bold designs may have held Gen Z’s attention for a while now, but as we head into 2026, they may be on their way out, and replaced by another trend.
Softer pastels are already coming through in new brands for younger consumers, and this is one trend that experts expect to see in beauty packaging next year.
Soft-touch materials, calming textures and tactility will create memorable ritual experiences that differentiate and elevate
“While our packaging design for Byoma carved out a stimulating, bright and playful new aesthetic that disrupted the beauty world and set a precedent for Gen Z brands in particular, the category is now becoming overstimulating to shop, with many brands replicating this look,” Rosalind Michaluk, Strategy Director at Pearlfisher tells Cosmetics Business.
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