Beauty brands face a more complex consumer landscape than ever, and a new generation of consumers is redefining what they consider luxury and premium as they expect brands to address sustainability and inclusivity in their offerings. To meet these demands, conscious brands must develop in several areas—not least, packaging.

Packaging plays a vital role in connecting the consumer and the product. It should appeal to every stage of the consumer’s beauty routine, from the shelf display and unboxing to product usage.

But it is not just about the aesthetics. Packaging is also a silent influencer in the sustainability movement.