In our updated 2025–2026 report of the top 10 makeup brands, we explore how packaging trends are evolving across the industry…
In the dynamic world of beauty, makeup packaging is no longer just a container; it’s a strategic tool that captivates, converts, and pleases the eye while reflecting brand values. While countless beauty corporations vie for customer attention, only a select few truly master the art of cosmetic packaging design that merges aesthetics with innovation and sustainability. As we look towards the 2025 and 2026 makeup brand landscape , it’s clear that market leaders are setting new benchmarks not just for product quality, but for their forward-thinking packaging strategies.
This comprehensive guide delves into the makeup packaging trends adopted by the top ten beauty companies, focusing on how they elevate their bestselling mascaras, lipsticks, foundations, and serums. Through years of industry experience, advanced packaging technologies, and a persistent commitment to consumer wants (including eco-consciousness), these brands have proven themselves worthy of being recognized for their innovative and impactful cosmetic packaging strategies.
A quick overview of the topics covered in this article.
Industry Overview
Before we jump into the individual brand profiles, let’s take a quick peek at the top players in the makeup industry. The following table gives us a little snapshot of our top 10 brands, including where they’re from, when they started, who the original creators were, and how much they’ve sold around the world in 2024:
Packaging Innovatio & Design Trends in 2025–2026
Maybelline New York
mascara tube packaging
Maybelline New York continues to refine its packaging strategy to maintain its competitive edge in the beauty industry. Sky High Mascara features a plastic tube packaging paired with a flexible “Flex Tower” wand and a plastic spike brush head. While the specific type of plastic used in the tube is not clearly stated, the packaging consists of a brush head and wand (rod) housed within a lightweight plastic tube. It focuses on innovative packaging design and user-friendly components, making its products accessible and appealing to a global audience, even as sustainability remains an area for further development.
Hero Product : Sky High Mascara
| Packaging：Plastic tube packaging with flexible tower |
| Material： Plastic tube |
| Components: Brush head + wand (rod) |
| Sustainability: None confirmed |
Official Website:
Instagram:
Fenty Beauty
lip gloss tube packaging
Fenty Beauty’s packaging strategy blends sleek, geometric packaging design with functional innovations like magnetic stacking. While the brand has introduced sustainable packaging options, such as refillable lipsticks, this is not uniformly applied. For instance, its popular Gloss Bomb features conventional packaging—a PETG/PMMA bottle and ABS cap—with no explicit sustainable claims. This dual approach showcases a brand balancing edgy, luxurious cosmetic packaging with more traditional, functional designs.
Most Popular Products : Gloss Bomb
| Packaging：Clear lip gloss bottle with threaded screw cap |
| Material：PETG or PMMA bottle, ABS cap |
| Components: Sponge-tip applicator, screw cap |
| Sustainability: None confirmed |
Official Website:
Instagram:
MAC Cosmetics
foundation glass bottle
MAC Cosmetics, a professional makeup leader under The Estée Lauder Companies, stands out with its innovative packaging strategy that merges artistic flair and practicality. The signature heavy-walled glass bottle features a sleek black screw cap for a minimalist look, complemented by an optional reusable PP/PE pump (sold separately) to minimize waste and boost convenience. MAC leads in sustainability through its pioneering “Back 2 MAC” recycling initiative, where consumers return empty packaging (like the recyclable glass bottle) for product rewards, fostering a responsible and eco-friendly beauty cycle.
Hero Product : Studio Fix Fluid SPF15
| Packaging：Glass bottle Pump dispenser |
| Material：High-barrier glass PP/PE pump |
| Components: Pump Screw cap |
| Sustainability: Recyclable foundation packaging glass bottle |
Official Website:
https://www.maccosmetics.com/collections
Instagram:
https://www.instagram.com/maccosmetics/
e.l.f. Cosmetics
cosmetic glass container
e.l.f. Cosmetics offers primers, foundations, and tools. Committed to innovation and inclusivity, e.l.f. emphasizes cruelty-free formulas and consumer empowerment, with popular lines like Halo Glow leading the way. For instance, its Halo Glow primer features sustainable packaging—a recyclable glass bottle with a coated ABS cap and an oversized wand-style sponge applicator—reducing waste while enhancing application ease. Moreover, the brand has pioneered eco-friendly practices, promoting recyclable materials and ethical sourcing for over 20 years.
Hero Product : Halo Glow
| Packaging：Glass bottle + Oversized sponge-tip |
| Material： Glass bottle + Coated ABS cap |
| Components: Wand-style sponge |
| Sustainability: Sustainable primer packaging |
Official Website:
Instagram:
L’Oréal Paris
skincare tube packaging
The flexible PE+EVOH multi-layer tube offers lightweight durability while protecting formula integrity. Designed for effortless dispensing, it features a practical flip-top or screw cap. Embracing green innovation, the tube incorporates PCR plastics, aligning with L’Oréal’s circular economy commitments. This approach delivers a sustainable yet functional experience, proving that eco-conscious design can elevate everyday beauty routines.
Hero Product : Lumi Glotion
| Packaging：Flexible tube |
| Material：PE+EVOH barrier tube |
| Components: Flip-top cap / Screw cap |
| Sustainability: PCR plastic tube |
Official Website:
https://www.lorealparisusa.com/
Instagram:
NYX
lipstick tube container
NYX Professional Makeup, the LA color innovator, fuses vibrant energy into playful yet purposeful packaging. Its Lip Lingerie glosses feature crystal-clear PETG/PMMA tubes and plush sponge-tip applicators—letting saturated hues shine while ensuring streak-free wear. Rejecting heavy luxury, the brand champions lightweight, resource-efficient design (ABS caps included) to make eco-chic accessibility the ultimate trend. Sustainability, reimagined as bold, uncomplicated, and utterly trend-forward.
Hero Product : Lip Lingerie
| Packaging：Plastic lip gloss tube with applicator |
| Material：PETG/PMMA body + ABS cap |
| Components: Sponge-tip brush |
| Sustainability: Lightweight design |
Official Website:
Instagram:
Rare Beauty
blush packaging
Founded by Selena Gomez to champion self-acceptance, Rare Beauty embodies its mission through intentional design. Its Soft Pinch mini-bottle with a sponge-tip wand prioritizes accessible precision—its PETG/glass body reduces plastic use, while the PP/ABS cap ensures grip and sustainability. By merging eco-conscious material choices with inclusive functionality, Rare Beauty proves that sustainable beauty can be effortlessly empowering.
Most Popular Products : Soft Pinch
| Packaging：Small bottle Sponge applicator |
| Material：PETG/Glass bottle PP/ABS cap |
| Components: Sponge-tip wand |
| Sustainability: Plastic reduction focus |
Official Website:
Instagram:
Tarte
lipstick tubes
Tarte, pioneering high-performance naturals, seamlessly fuses skincare nourishment with makeup versatility. The Maracuja Juicy lip hybrid shines in its twist-up pen packaging—a PP/ABS tube design prioritizing lightweight durability. This precision twist mechanism dispenses a fresh, controlled dose per turn, preserving the formula’s integrity while minimizing waste. With eco-conscious design and vibrant payoff, Tarte proves sustainability and sensory delight can coexist in one playful package.
Hero Product : Maracuja Juicy
| Packaging：Twist-up pen style |
| Material：PP/ABS tube |
| Components: Twist-up cosmetic container |
| Sustainability: Eco-conscious design intent |
Official Website:
Instagram:
NARS
designer lipstick case
NARS, stemming from François Nars’ artistic vision, integrates its modern aesthetic into product design. This is powerfully demonstrated in its iconic Audacious Lipstick—a weighty aluminum tube with magnetic closure and clean lines, transforming it into a tactile art object. This commitment to modern luxury extends to environmental responsibility, with the brand transitioning to recyclable materials for components and utilizing FSC-certified paper for cartons, ensuring its artful design is consciously crafted.
Most Popular Products : Audacious Lipstick
| Packaging：Classic lipstick tube |
| Material：Aluminum shell |
| Components: Twist-up mechanism |
| Sustainability: None confirmed |
Official Website:
https://www.narscosmetics.com/
Linkedin:
Estée Lauder
dropper glass bottle
Estée Lauder, a global leader in prestige beauty, showcases its packaging expertise with the iconic Advanced Night Repair Serum. The apothecary-inspired amber glass bottle, paired with a precision dropper, not only reinforces the brand’s heritage but also ensures vital UV protection for the formula. Today, Estée Lauder advances sustainable luxury by using recyclable glass, aligning its timeless design with modern environmental responsibility and setting new standards for eco-conscious skincare packaging.
Hero Product :
Advanced Night Repair Serum
| Packaging： Amber glass bottle, Dropper applicator |
| Material：Glass bottle, PP/ABS cap |
| Components: Dropper |
| Sustainability: Recyclable skincare bottle |
Official Website:
Instagram:
Conclusion
For 2025–2026 makeup packaging, the core is a triad: sustainability, functionality, and user-centricity—now standard across top brands.
L’Oréal uses PCR plastics; MAC runs take-back programs; Fenty integrates precision applicators. Premium materials (aluminum, amber glass) and minimalist/clear designs balance luxury and accessibility.
Leading brands merge these trends to set benchmarks.Explore cutting-edge solutions with Gidea Pac and discover our latest sustainable packaging designs to elevate your brand.