Health and Beauty Packaging Trends for 2023

Chris Irby • December 19, 2022

3 Trends in Health and Beauty Packaging You Can Expect to See in 2023

Men and women outrageously happy about using skincare products.

The pandemic may be in decline, but its impact on consumer appetite and the health/beauty industry can still be felt. Folks continue to place a greater emphasis than ever before on personal care. In addition, events of the previous years have brought increased awareness to issues such as environmental sustainability and social inclusion.

These ideals are being reflected in current health and beauty packaging trends. Some of these are fairly new packaging concepts, while others have been gradually evolving over time. Regardless, here are three health & beauty packaging trends you can expect to see in the coming year.

"Skinimalism"

The idea of no-makeup makeup has actually been going strong since the mid-2010s, with an emphasis on natural beauty and a simplified makeup routine. However, it really took hold in early 2021 as people began to take a more hands-on approach to their skin care during the pandemic. The term "skinimalism" (a portmanteau of "skin" and "minimalism") has been trending hard on TikTok and in beauty subreddits over the past year and shows no signs of slowing.

To reflect the philosophy of skinimalism, beauty products are eschewing packaging that is showy, colorful, or over the top. Instead, they're leaning towards packaging that is clean, sleek, and chic to reflect the concept of simplified skincare.

Example: Dr. Loretta offers a line of skincare products that focus on elegant simplicity, which is reflected in their packaging. "We believe in simplified skincare that gives you exactly what you need and protects you from what you don’t."

Gender Neutrality

Health and beauty isn't a male thing or a female thing... it's a human thing. While products do definitely need to be formulated for different skin and hair types, many manufacturers are moving away from the idea of simultaneously packaging the same product in butch black and gray *and* in feminine pink and white.

Example: Bathing Culture manufactures an inclusive line of soaps, body washes, shampoos, conditioners, oils, and even towels that are for "every body." As an added bonus, all of their products are certified organic, cruelty free, and biodegradable. They are also one of the few companies to use bottles that are 100% recycled, California collected, and reprocessed bottles.

Bathing Culture line of soaps and skincare products.

Sustainability

Eco-friendly packaging certainly isn't a new idea. In fact, we included it last year on our list of packaging trends for 2022. However, this trend has gathered steam over the past year and shows no sign of slowing.

As environmental sustainability remains in the forefront of the public's mind, consumers are demanding products that are packaged with as little waste as possible. Refillable, reusable, and recyclable are the way forward.

Example: Activist Skincare's products are shipped with "low-impact packing materials that are recyclable and/or compostable and made with post-consumer waste." They also offer products in refillable pouches to extend the lifecycle of their containers. Activist Skincare also donates a portion of their annual sales revenue to environmental advocacy.

Close up of hands displaying Activist Skincare products.

The Bottom Line (TLDR)

In order to stand out from the competition, many cosmetics and personal care products will make the move from bright and bold colors to minimalist packaging. A growing number will package their products to be gender-neutral, focusing on human commonality rather than masculine/feminine identity. And, as always, environmental sustainability will continue to be a growing trend in 2023 (and beyond).