The convergence of beauty and wellness was one of the most significant trends the beauty industry saw in 2024. Consumers increasingly prioritize internal and external health and well-being, leading many beauty brands to expand into adjacent categories like supplements, functional beverages, personal health, and candles. If these adjacent categories are incorporated, the full market view of beauty and wellness will be $140.7 billion, which will expand the beauty category by 45%, according to NIQ.
- Cristina Montemayor, Beauty Matter
What We’re Watching
In today’s dynamic CPG market, staying ahead means understanding the evolving landscape of consumer preferences. Exploring the intersection of key macro trends allows
us to uncover new consumer insights, spotlight emerging product trends, and identify the critical implications for their packaging.
This report investigates the unique convergence of consumer product categories as a result of the continued interest in wellness, focusing on the intersection of nutraceuticals and beauty.
What Does This Mean for Brands and Packaging?
For many, beauty has evolved from a simple routine into a soothing daily ritual, with Gen Z and millennials especially drawn to experiences that spark joy and foster a sense of connection. As priorities shift from algorithmic trends to a celebration of personal style and creativity, consumers are looking for inclusive beauty products to express their unique identity. Packaging is becoming an even more important part of brand equity as it drives greater personalization through unique visual design, fonts, colors, and shapes.
- Opportunity for Brands
Focus on hyper-personalization and consider ways to help consumers celebrate and/or streamline their routines. - Opportunity for Packaging
Functional packaging that exceeds expectations can influence consumer trust and purchasing decisions.
DID YOU KNOW
According to Circana, Gen X is an increasingly influential beauty shopper, with spending growing faster than any other generation—and buying habits that align more closely with Gen Z and Millennials when it comes to skincare and fragrances.
Consumer Macro Trends
Wellness
Consumer focus has shifted from more than what a product can physically do, transitioning perceptions to how it can make them feel.
- Alice Manners, Beauty Matter
Total health is increasingly seen as a balance of physical, mental, and emotional wellness—shaping the evolution of personal care rituals. Consumers are seeking hybrid products that offer both functional benefits and moments of relaxation, from skin-clearing cosmetics and scalp-supporting haircare to moodboosting scents. These products not only deliver results but also help create calming, everyday routines. With 80% of consumers also using fragrance to enhance their mood, brands are expanding into more household products to help create spa-like experiences at home.
Experience
75% of consumers now expect personalized experiences from beauty brands.
- Gradient
The continued demand for convenience is driving innovation across the beauty space. While new modalities like biotin hair gummies and collagen beverages make it easier to incorporate beautyboosting supplements into busy, on-the-go routines, technology is also playing a key role. With consumers overwhelmed by choice and digital noise, brands are turning to generative AI to simplify decision-making through hyper-personalized targeting, immersive product discovery, and faster innovation across packaging and product development.
Value
Fragrance was the fastest-growing U.S. prestige beauty category in 2024…the fastest-growing mass category based on dollar sales.
- Global Cosmetics Industry
Whether focused on efficacy, price point or multifunctionality, choosy shoppers are going to expect more from their products than ever before. From aspirational prestige products to high-end dupes, consumers are demanding real performance, ethical transparency, and emotional resonance from beauty and personal care brands. As a result, brand loyalty is no longer guaranteed. Consumers are willing to switch if a product doesn’t deliver on all fronts. Brands must now earn trust through consistent results, compelling storytelling, and clear values.
Sustainability
15% of brands are offering refillable products—including at-home refills (11%) and in-store refills (4%)—for more than a third of their range.
- Good On You
As consumer demand for eco-conscious products grows, clean beauty brands expanding upon their definitions of “clean” to include more ecoresponsible practices along with health-conscious formulations. Ethical sourcing and cruelty-free ingredients are prioritized as are packaging solutions that reduce waste. Brands are also adopting initiatives like refillable packaging, mono-materials for improved recyclability, and lifecycle assessments to minimize environmental impact, driven by consumer expectations for transparency and actionable steps toward improved sustainability.
Product and Packaging Implications
FUNCTIONAL FRAGRANCE
Fragrance is becoming a go-to tool for emotional balance and sleep support, reflecting a shift toward scents that do more than smell good—they actively support well-being with science-backed effects.
- PRODUCT HIGHLIGHTS
- Alcohol-free bases for sensitive skin
- Hair and body mists
- Personalized formats and singular notes designed for layering
- PACKAGING DESIGN CUES
- Premium glass with totemic designs
- Slim fine mist sprayers in translucent PET
- Roller pens, collectible compacts, solid sticks, and tubes
HEAD-TO-TOE SKINCARE
Hair and body care products are being infused with skincare ingredients and elevated by beauty-forward packaging design as consumers seeking products that address multifunctional beauty needs.
- PRODUCT HIGHLIGHTS
- Scalp serums and vinegar rinses
- Anti-aging body creams with active ingredients
- Hydration boosting and stressreducing mists
- PACKAGING DESIGN CUES
- Targeted applicators like droppers and dispensing nozzles
- Large format airless packaging
- Ultra fine mists with continuous sprays
Emerging Trend
‘SKINIFICATION’ OF LAUNDRY
Laundry is emerging as the next frontier of beauty as consumers seek fabric care products that both cleanse and support skin health, reduce irritation, and deliver wellness benefits through the materials that touch their bodies every day.
INGESTIBLE BEAUTY
Beauty from within continues to evolve into a more personalized, experiential approach, as demand for holistic health drives innovation in ingredients, delivery systems, and new beauty supplement formats that make wellness more playful and enjoyable.
- PRODUCT HIGHLIGHTS
- Gummies and candies infused with vitamin C, biotin, and collagen
- UV and suncare beverage powders and jelly sticks
- Oral vitamin mists for beauty, general health, and sleep
- PACKAGING DESIGN CUES
- Custom packers and/or closures
- Stick packs, sachets, and gel pouches
- Small format bag-on-valve sprayers
SENSORIAL TEXTURES
Products fully engaging all the consumer’s senses during application with playful textures or unique thermal sensations that promote skin firmness or enhance active ingredient absorption.
- PRODUCT HIGHLIGHTS
- Warming and tingling cream masks
- Cooling and hydrating gels, jellies, and balms
- Dreamy mousse cleaners and sunscreens
- PACKAGING DESIGN CUES
- Asymmetrical organic shapes
- Balm sticks and compacts
- Bag-on-valve continuous sprayers
Talk to A Packaging Consultant
Whether you’re looking for a stock package or a groundbreaking custom design, TricorBraun’s proven process will guide your packaging decisions from napkin sketch all the way to the retail shelf.