The design of cosmetic labels and packaging is a rapidly developing field, following the changing world and consumer expectations. Product packaging no longer has only a protective function, but also plays an important role in the process of conscious or subconscious selection of a product among those offered by the competition. The appearance of the product is particularly important when we think about cosmetic products. A coherent message is very important here – “this is the product that offers you something special and unique, something of very high quality, for which it is worth paying a certain price”. In recent years, three key trends have gained importance in the design and creation of new product labels and packaging: simplicity, ecology and personalization.


“Less is more” … simplicity is a trend that can be seen in many areas of life, including the design of cosmetic labels and packaging. Consumers are increasingly looking for products that are easy to use and understand. Simplicity applies to the shape and design of the packaging itself, as well as to the information that goes on the label. Labels on products should be legible and contain all the necessary information. Obviously, this does not mean abandoning color or subtle forms of enhancement, so popular and desirable in the beauty industry, but it is worth exercising restraint when creating designs using various decorating techniques.

Simplicity: Cosmetics packaging often has a simple, minimalist shape. Labels are easy to read and contain only the most important information.

“Ecologically correct” … environmentalism is another trend that is becoming increasingly important in the design of cosmetic labels and packaging. Consumers are increasingly aware of the impact their purchases have on the environment. That’s why cosmetics manufacturers are increasingly opting for packaging made from recycled or recyclable materials. Companies are also increasingly inclined to reduce the weight or size of packaging. All these actions are linked to the fact that, as research shows, more than half of consumers surveyed say that the environmental aspect of packaging is an important criterion when choosing a product. Therefore, it is extremely important to follow, among other things, eco-design principles when creating new label and packaging creations.

Ecology: Cosmetic packaging is increasingly made from recycled or recyclable materials. Packaging is also becoming smaller to reduce waste.

“You are unique” … personalization is a trend that allows cosmetics manufacturers to stand out from the competition and reach a specific target group. Personalization can concern both the shape and design of the packaging itself, as well as the information that is on the label. The personalization of labels has been made possible mainly by the development of digital printing, which has made it possible to produce a small number of labels while maintaining the principle of cost optimization. In the world of cosmetics, personalization is primarily associated with tailoring the characteristics of a given product to a specific group or even a specific recipient. However, it is worth translating the above-mentioned individual approach to the consumer into the design of labels or packaging, which will be unique and unrepeatable, so that the customer who buys the article in question will feel that it is exceptional. It is worth mentioning that the current development of digital printing technology makes it possible to realize the production of individual projects using forms of enhancement that were previously available only in flexographic technology.

Personalization: Cosmetics packaging can be personalized to meet individual customer needs and preferences. For example, the label can include a name, a picture, a personal dedication to the customer or information about the customer’s preferences.

Of course, not every trend is right for every product or brand. It’s important to choose the right solutions that meet both your customers’ needs and your company’s business goals.

Aniflex, as an experienced manufacturer of self-adhesive labels for many years, will advise and prepare a project that both follows the current trends and meets the customer’s expectations in terms of design.  We invite you to get in touch with us.