Insights / Perspectives

Consumers Are Over Overconsumption

How Packaging Can Help Consumers Push Back on Overconsumption

The beauty industry has long celebrated abundance — endless product drops, viral hauls, and ever-expanding routines. But a shift is underway, with some consumers becoming increasingly concerned about overconsumption and pushing back against excess. According to McKinsey’s 2025 State of Beauty report, “The era of more-is-more consumption has ceded ground to a new focus on value, differentiation, and individuality.” Conscious consumers are embracing viral movements that discourage excessive and unnecessary consumption, and are changing how they buy, use, and think about beauty products. This presents an opportunity for beauty brands to support conscious consumption while driving brand loyalty and trust.

For some people, the environment is the primary motivation to consume less. These consumers are concerned about carbon emissions from mass production and the growing issue of landfill waste. For others, economic uncertainty and cost constraints are impacting their purchasing patterns. Euromonitor’s 2025 Top Beauty Trends report notes, “With a heightened focus on value, consumers are signaling a shift towards more thoughtful consumerism during a time of restrained beauty spending.” Whatever the reason, a cohort of consumers are looking to overcome overconsumption.

The Role of Social Media

During the past several years, social media has gained significant influence over consumer behaviors, driving trends and cultural movements in the beauty space. According to McKinsey, 64% of global Gen-Z consumers say social media is one of their top sources of beauty inspiration. While apps like TikTok and Instagram are often blamed for encouraging overconsumption (through “hauls” and unboxing videos), they are also now spreading the message of reduced consumption and a more mindful and minimalist approach to consumerism. “#UnderconsumptionCore,” “Deinfluencing”, the “Rule of 5 Pledge”, and “Project Pan” are just a few social media movements addressing overconsumption.

Project Pan encourages consumers to rethink their approach to beauty routines and product purchases. The goal is to finish a beauty product and hit “the pan” – the bottom of the container – before purchasing another similar product. It shifts the focus away from buying new things and emphasizes the enjoyment and appreciation of what we already have. This approach reduces waste by promoting product use before expiration dates and discouraging tossing “the old” in favor of the new. It also reduces clutter and can help simplify beauty routines.

The Role of Packaging

Packaging can help brands and consumers who are interested in participating in Project Pan, or those who just want to buy less and reduce product waste. Berlin Packaging offers solutions to address this growing movement toward mindful consumption.

Fig.1 Skincare in Berlin Packaging's Airglass Refill System

Refills

Consumers purchase refills once a new product is finished, which aligns with the principles of Project Pan. According to Euromonitor, 38% of global consumers desire refillable/reusable packaging formats. They note that, “Reusing packaging enables cost efficiencies, reducing product and logistic expenses for companies, which can be passed on to consumers, making sustainable options more affordable.” Berlin Packaging has refill solutions for every beauty category, including hair care, skincare, body care, and more. With hundreds of supplier partners worldwide, we have access to a wide variety of refill container shapes, sizes, and styles. And if we can’t find it, our in-house Studio One Eleven innovation team can create a bespoke design customized to your beauty brand’s needs.

MiniMania Collection

Mini "Trial" Sizes

Smaller pack sizes allow consumers to test products and use them quickly before deciding to repurchase in a larger size or choosing to try something else. They lower the barrier to entry for new consumers and offer affordable, convenient options. Berlin Packaging offers hundreds of packaging components in a variety of small sizes, including our exclusive MiniMania collection, which is ideal for travel and trial-size makeup and skincare products. They can accommodate a variety of decoration methods to align with any brand positioning and visual identity.

Last Drop Pump

Waste-Reducing Containers & Dispensers

Efficient containers and dispensers can help consumers use every last drop of their products. Airless containers help minimize product waste through a precise, vacuum-based dispensing system. They can also extend shelf life by preventing air exposure, which can lead to contamination. Berlin Packaging offers a wide range of airless packaging in various shapes, sizes, and silhouettes. We also offer our “Last Drop” pumps, which maximize product usage with a specially designed dropper mechanism.

Environmental concerns, budget constraints, and a more mindful approach to consumerism are creating a new beauty mindset. Packaging that enables consumers to finish what they buy, refill what they love, and minimize what they waste will help brands attract conscious consumers. Through innovation in refill systems, mini formats, and efficient dispensers, Berlin Packaging helps brands turn restraint into relevance — empowering them to align with the values of today’s conscious consumers while delivering sustainable business growth.

By: Moira Stein
Date: November, 21, 2025