Amidst the likely disruption of the global supply chain and price increases sparked by tariffs, the strength of the dupe trend is expected to continue, notes Hennigan. This is a behaviour which is especially relevant to younger consumers - in the US, 27% of makeup users say they shop/research more often for cheaper alternatives to expensive makeup products (i.e. dupes) compared to a year ago, a figure that rises to 39% among Gen Z. Since consumers generally do not see much of a quality trade-off between value and luxe makeup brands, makeup brands will have to use packaging to reassert their desirability and differentiation.
On the go and ‘beauty charm’ formats are helping consumers to personalise their products in a playful act of self-expression, offering portability and making a fashion statement. One such example of this is Hailey Bieber’s Rhode phone case that fits the brand’s Peptide Lip Treatment or Tint. The product took the online world by storm, allowing consumers to carry their lip products with them and show them off, especially when taking mirror selfies.
This principle has since been extended beyond lip products and provides increased functionality. In China, the Mistine Magfit Soft Matt Pressed Powder magnetically clicks onto a mobile phone, includes a mirror for touch-ups and has a built in ‘snap-stand’ which can double as a phone holder. Meanwhile, Glossier featured a ‘charming station’ at their pop-ups for Black Cherry Balm Dotcom. Efforts like this align well with the 26% of German Gen Z consumers who show an interest in personalising the packaging of their colour cosmetics.
Packaging also can help to align with consumers’ desire for eco-friendliness as a hygiene factor. Globally, ethical claims play a significantly role in the colour cosmetics category. Between 2020-25, sustainability claims grew 153% and represent around 20% of make-up launches, while environmentally friendly packaging claims have risen by 126%.
These claims can help brands stand out in the Middle East and Africa, where use of such on-pack communication is much lower than in other regions. In Saudi Arabia, 31% of consumers ranked refillable packaging in a beauty/grooming product as a top feature that would make them interested in a product, but only 0.3% of products between Jun 2020-May 2025 in MEA were refillable, compared to 6% in Europe.
Estée Lauder's recent collaboration with Ladurée which ‘blends the decadent allure of Ladurée's confections with the sophistication of Estée Lauder's iconic beauty expertise’ combines beautiful packaging with an economic and ergnonomic refill concept. Pure Color Lipstick Collection incorporates a full size refillable lipstick and a refill in a different shade, making the sustainable choice an economic choice for Lauder customers.