Where Craft Meets Commercial Strategy
At Clyde, we’ve always believed that packaging is more than a container—it’s the first handshake between brand and buyer. For beauty brands, particularly, external packaging plays a pivotal role in setting expectations, enhancing perceived value, and telling a deeper brand story.
From heritage fragrances to modern skincare systems, today’s outer packaging must combine sophistication with function, ethics with impact. Whether it’s a rigid gift box that elevates the unboxing experience or sustainable fibres that signal brand values—this layer matters more than ever.
So what’s next for the beauty industry in 2025? Here are the external packaging trends helping cosmetics brands cut through the noise, stand out on the shelf, and deliver memorable, meaningful moments.
1. Sustainability as Standard: Eco-Driven Presentation
Sustainability is now a packaging baseline. We hear it from our clients as a conversation starter. For outer packaging, this means increased demand for FSC-certified boards, recyclable rigid boxes, eco-friendly inks and foils, mono-materials, and plastic-free embellishments.
Luxury brands are also shifting to biodegradable inlays, plant-based glues, and reducing unnecessary layers altogether. We’re also seeing more clients request paper-based alternatives to foam inserts and custom builds that reduce material waste from the outset.
2. Quiet Luxury: Minimalism Meets Sensory Design
Gone are the days of over-the-top glitter and cluttered visuals. The rise of quiet luxury—led by names like Rhode and Dries Van Noten—is fuelling a new era of refined packaging.
Think: smooth matte textures, embossed logos, tone-on-tone colour palettes, and elegant uncoated boards. Subtlety speaks volumes. The beauty of minimalist external packaging lies in its tactile feel, precision engineering, and ability to elevate product without distraction.
Example: For clients like Floris London and Jomo London, we’ve developed understated yet exquisite packaging that exudes heritage without feeling old-fashioned.
3. Retainables: Packaging Worth Keeping
With more brands embracing refillable products, outer packaging now plays an additional role – it must be worthy of keeping.
Rather than a single-use box, we’re seeing a rise in keepsake packaging: beautifully constructed presentation cases that house initial purchases and continue to be used as storage for refills or other personal treasures.
Whether it’s a magnet-close rigid box, sliding drawer format, or modular tray system, brands are leaning into reusability as a retention tool. Beauty becomes ritual, and outer packaging plays a central part.
4. Smarter Layers: QR Codes, NFC and Digital Storytelling
Outer packaging is increasingly the interface between physical product and digital experience. QR codes subtly embedded on the base of boxes or under flaps allow users to unlock brand stories, how-to guides, provenance details or reward schemes.
This tech-enhanced packaging is not just for Gen Z. Savvy luxury consumers also expect full transparency and immersive brand experiences. What starts with a rigid box can lead to a lifelong brand relationship.
Case in point: Shiseido and YSL are embedding smart tech into outer layers to link packaging to loyalty platforms and product education.
5. Compact Luxury: Travel-Ready & Gift-Friendly Formats
With the rise in minis, travel sets and limited-edition drops, external packaging is getting smaller, sleeker, and smarter.
Whether it’s curated discovery kits, refill subscription packs, or festive gifting sets, brands are investing in outer packaging that adds perceived value without excess bulk. Foam-free fitments, magnetic closures, and custom compartments all support this evolution.
The goal? Lightweight yet luxurious. Compact without compromise.
Your Brand, Boxed Beautifully
We believe that standout beauty packaging starts from the outside in. The moment a customer picks up your product, the tactile cues, material choices, and visual identity all begin to tell your story, before a jar is opened or serum applied.
As the beauty industry continues to evolve, packaging must keep pace. At Clyde, we help beauty and cosmetics brands translate their vision into structures that sell and speak.
Whether you’re embracing refillable beauty, launching a luxury range, or reimagining your gifting strategy, our job is to make your packaging unforgettable.
Ready to Elevate Your Packaging?
If you’re looking to:
- Create a keepsake-worthy unboxing moment
- Replace foam inserts with sustainable fitments
- Launch seasonal gifting or travel-ready packaging
- Or bring smart tech into your box design…
Let’s talk.
We’re proud to work with beauty brands that lead with imagination and integrity—and we’d love to support yours.