Minelli Magazine - Packaging

Amaze your clients with sustainable Makeup Packaging designs

Written by Corrado Fioroni | January 22 2025

A well-designed package can evoke emotions, build trust, and create a lasting impression. With the increasing demand for sustainable beauty solutions, makeup brands are now looking for ways to combine luxury, functionality, and eco-consciousness in their packaging.

By choosing sustainable materials like FSC-certified wood, cork, and innovative biopolymers, brands can create packaging that is both beautiful and eco-friendly. The natural elegance of wood provides a tactile, premium experience that speaks to consumers seeking authentic and responsible luxury.

At Minelli Group and mPackting, we are proud to lead the way in sustainable packaging solutions. With decades of experience in crafting high-quality custom packaging for the cosmetics industry, we understand the delicate balance between aesthetics, sustainability, and performance. Our team works closely with brands to develop packaging that reflects their identity, aligns with their values, and meets the increasing consumer demand for eco-conscious products.

Whether you’re launching a new makeup collection or looking to rebrand, mPackting’s custom makeup packaging solutions offer a sustainable, luxurious, and innovative approach to elevating your brand’s image. Let us help you amaze your clients with packaging that’s not only stunning but also kind to the Planet.

 

Types of Makeup Packaging

Before we dive in, here’s an overview of the main types of makeup packaging, categorized by product type:

  • Foundations (liquid, powder, BB cream, tinted creams, and similar products). This category includes various types of bottles with pumps, flexible tubes, compacts, or stick packaging.
  • Lipsticks (in stick or bullet form), lip glosses with sponge or brush applicators, and lip balms in sticks or jars.
  • Mascaras (tube with applicator brush or wand), gel mascaras.
  • Eyeshadows (single or in palettes), cream eyeshadows in jars, powder eyeshadows in jars or compact containers, liquid eyeshadows in tubes with sponge applicators, or eyeshadows in stick form.
  • Blushes and bronzers (powder in compact form with or without integrated mirrors), or cream blushes and bronzers in jars or packaging with brush applicators, or in compact stick form.
  • Setting powders (loose or compact powder in packaging with or without mirrors), translucent powders in packaging with protective mesh to prevent spills.
  • Concealers (liquid with brush or sponge applicators), stick concealers in compact form or with roll-on applicators, cream concealers in jars or with integrated applicators.
  • Eyeliners (liquid) with brush or felt-tip applicator, or pen-style with brush or felt tip, gel eyeliners in glass jars with separate brushes, gel eyeliners in pencil form, either automatic or manual.
  • Eyebrow pencils (with pointed applicators), eyebrow gels in tubes or jars, eyebrow powders in compact palettes.
  • Primers, liquid in pump bottles, stick or cream primers in jars or tubes.
  • Packaging for glitters and pigments in containers with screw-on lids, tubes, or pressure or roll-on applicators.
  • Airless Packaging that preserves product freshness, used for foundations, primers, or facial creams.

Each type of makeup packaging must not only be functional and protective for the product but also aligned with the brand image. Additionally, today’s consumers are increasingly interested in sustainable solutions, so there is a growing focus on packaging made from recyclable, biodegradable, or renewable materials, such as wood, glass, or biopolymers. Let’s take a closer look.

Why Makeup Packaging Design Matters in Today’s Beauty Industry

In the beauty industry, makeup packaging design is a key player in crafting the customer experience and driving brand success. In a market flooded with options, where consumers are bombarded with choices, your packaging can be the deciding factor in making a product stand out. 

The right packaging not only enhances the product's appeal but also creates an emotional connection, fostering brand loyalty and encouraging repeat purchases. Today, more than ever, packaging is a powerful tool that shapes perceptions, influences purchasing decisions, and strengthens brand identity.

Packaging as the First Touchpoint

Packaging is often the first physical interaction a consumer has with a product. This initial touchpoint can set the tone for the entire brand experience, influencing everything from customer attraction to brand perception. A well-crafted package that resonates with a consumer's values and aesthetic preferences can spark curiosity and drive them to engage with the product.

For premium beauty brands, this is especially important. Packaging that exudes luxury, quality, and attention to detail can elevate a consumer's perception of the product inside. Additionally, packaging design creates an emotional connection that fosters long-term brand loyalty. It speaks volumes about the brand’s commitment to quality, style, and sustainability—key elements that today’s consumers value.

Balancing Aesthetics, Functionality, and Sustainability

As consumers become increasingly aware of environmental issues, the beauty industry must adapt by offering packaging solutions that not only look good but also function well and support sustainability. Today’s consumer is looking for more than just visually appealing products—they want packaging that reflects their eco-conscious values, is practical for everyday use, and minimizes environmental impact.

The balance between aesthetics, functionality, and sustainability is crucial in modern makeup packaging design. Beauty brands must ensure their packaging draws attention with eye-catching designs and meets practical needs—like ease of use, durability, and protection of the product. 

Furthermore, with sustainability at the forefront of consumer decisions, the demand for eco-friendly materials has never been higher. Packaging solutions made from sustainable materials, such as FSC-certified wood, recycled plastics, or biodegradable biopolymers, help brands reduce their environmental footprint while enhancing their appeal to eco-conscious consumers.

 

mPackting: Your Ideal Partner for Sustainable Makeup Packaging Design

mPackting is a specialized business unit of Minelli Group dedicated to premium and luxury makeup, fragrance and skincare sustainable packaging. Passionate about creating high-quality, sustainable cosmetic packaging solutions tailored to the beauty industry. With decades of experience and a deep understanding of both luxury packaging and eco-design principles, Minelli Group and mPackting help beauty brands elevate their products with packaging that combines aesthetics, functionality, and environmental responsibility. 

Two examples to showcase our work and the impact it has on our clients' brands:

 

Client: LA French Company

Project: Cheeky Lipstick Anti-Crush Wooden Case

Peculiarities: Custom design with WoodPinTM technology, featuring 4 pins that ensure optimal grip on the lipstick tube, preventing accidental slipping while maintaining usability. FSC-certified wood, with brand messaging plaques in mBlackTM, biobased and biodegradable.

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Client: Bormioli Luigi 

Collab: Tube and Cartridge for Tango Lipstick

Peculiarities: custom design to integrate the refill mechanism without gluing the plastic component to the wood. The two components are connected but separable for disposal. FSC-certified wood. The mechanism housing the refills are customized with rotary pad printing.

Whether through laser engraving, bespoke finishes and textures, or unique design elements, wood packaging allows for a high degree of customization. Brands can incorporate their logo, signature colours, and other distinctive design elements, ensuring that the packaging perfectly complements the product and enhances the overall customer experience. Custom wood packaging offers a tangible way for brands to differentiate themselves in the premium beauty market. 

 

Expertise in Sustainable Packaging Solutions

At mPackting, sustainability is at the heart of everything. We have an in-depth understanding of eco-design principles and work closely with our clients to create packaging that balances luxury and sustainability. Whether it’s selecting FSC-certified wood, utilizing biodegradable elements, or developing recyclable designs, we ensure that every packaging solution we create minimizes environmental impact without compromising on the premium quality that your brand represents. 

By combining innovation with responsible sourcing, mPackting offers the expertise needed to align your packaging with the growing demand for sustainable beauty solutions, helping you meet consumer expectations and regulatory requirements while staying true to your brand’s ethos.

 

A Tailored Approach to Packaging Design

Every brand has a unique identity, and at mPackting, we take a collaborative approach to packaging design. We start by fully understanding your brand vision and product requirements, ensuring that every aspect of the packaging reflects your core values and enhances the consumer experience. 

From the initial concept to the final design, we work closely with you to develop customized wooden packaging that not only meets functional requirements—such as durability, usability, and protection—but also achieves the aesthetic goals of your brand. Whether you are looking for sleek, modern designs or more intricate, bespoke packaging, mPackting tailors every detail to bring your vision to life.

 

Quality Assurance and Innovation

At mPackting, we are committed to excellence in every step of the packaging process. Our rigorous approach to quality assurance involves comprehensive prototyping, testing, and the use of cutting-edge manufacturing techniques. This ensures that every packaging solution we deliver is not only beautiful but also reliable and functional.

From stress tests that simulate real-world conditions to the latest additive manufacturing technologies, we use advanced methods to refine and perfect every design. This attention to detail and commitment to continuous innovation ensures that our clients receive packaging that not only meets their expectations but exceeds them, both in performance and in design.

With mPackting, you gain more than just a packaging supplier—you gain a partner dedicated to creating exceptional, sustainable wooden packaging that enhances your brand’s identity and delivers the high-quality solutions your customers expect. Contant us to start now!