Insights / Perspectives
Top Skincare Trends: From Makeup Integration to Male Grooming
Makeup-ification
As skin health has become a primary consideration for consumers over the past few years, skincare-adjacent categories like hair care and color cosmetics have begun incorporating skincare ingredients, benefits, and functionality. The growing synergies between color cosmetics and skincare are now driving skincare brands to develop products with makeup considerations in mind. This includes cleansers and creams that prime the skin or create a more even base for makeup application, like Tatcha Matcha Cleanser with makeup priming benefits to help foundation last longer. Glossier recently introduced a “Skin First. Makeup Second” campaign, indicating that more color cosmetics brands may move into skincare as well. Berlin Packaging has an extensive offering of premium packaging solutions for skincare and cosmetics products alike.
Tatacha Matcha Cleanser
International Inspiration
According to Euromonitor, “International beauty concepts, such as Korean and Japanese beauty (K-beauty and J-beauty), are expected to become more prevalent, especially as brands invest in platforms such as TikTok to raise consumer awareness and increase outreach.” International brands have been gaining traction in the U.S. as consumers seek gentle, soothing, and effective skin care products. There is an opportunity for brands to emphasize innovation and functionality to appeal to skin health-focused consumers. With nine offices worldwide, Studio One Eleven has a unique global perspective that helps us create innovative and effective custom packaging solutions that delight consumers.
Laneige
A Proactive Approach
Today’s consumers are changing their skincare behaviors to focus more on prevention vs. treatment. This is demonstrated by the rise of daily sunscreen use to protect skin health in the long term. Younger consumers are investing in treatments aimed at preserving the skin before issues arise, and anti-aging products are no longer just repairing the appearance of fine lines and wrinkles but protecting the skin from future damage. A continued focus on product ingredients aligns with this proactive attitude toward skincare and skin health. Demand for clean skincare is rising, along with products that offer wellness benefits combined with skin improvements.
Supergoop
Male Skincare
Male consumers are becoming more conscious of their appearance and overall wellness, expanding their skincare grooming routines. According to Euromonitor, “There is noticeable growth in men's grooming routines and skin care product usage. In 2024, 50% of men reported using facial moisturizers at least weekly, a significant jump from 39% in 2021 and 47% in 2023.” In addition to changing cultural norms, a growing focus on self-care, and the skinification trend, social media, influencers, celebrities, and professional athletes have helped normalize skincare for men. Men’s skincare is shifting towards premiumization as male consumers are willing to invest in higher-quality products that yield better results. Superior packaging solutions can reinforce quality and create an elevated user experience. Berlin Packaging supplies several exclusive products perfect for prestige male skincare brands, including our Double Glass, Ice, and Himiko collections.
Himiko
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The brands mentioned in this report are trademarks of their respective owners. Inclusion of these brands in this report is not meant to imply an association with or endorsement from the respective trademark owners.