Bestselling Cosmetic Packaging in 2024 – What Beauty Brands Choose

Choosing the right packaging is a key factor in the success of any cosmetic product. In 2024, clear trends emerged toward functionality, durability, and sustainable solutions. Clients of Caps and Jars most often opted for packaging that combined aesthetics with practicality while meeting the expectations of modern consumers.

A noticeable trend was the growing interest in airless packaging, which ensures hygienic use and extends the shelf life of cosmetics. Glass bottles and jars also gained popularity, especially in the premium cosmetics segment. Eco-packaging made from recycled or biodegradable materials became not just a trend but a necessity for many brands.

In this article, we’ll take a look at the best-selling packaging of 2024, the most frequently chosen materials, and the preferences of various customer groups—from startups to major beauty brands. We'll also discuss which packaging might become bestsellers in 2025.

Which packaging types were most popular among our clients?

In 2024, clients most often chose solutions that combined functionality, durability, and modern design. Best-selling types included pump bottles, glass jars, airless systems, and eco-friendly packaging. These choices were driven by both end-user preferences and evolving market trends.

Airless bottles were especially popular among manufacturers of facial creams, serums, and dermatological products. For body care, pump bottles dominated due to their convenience in dispensing lotions and emulsions.

Glass jars ranked first among premium brands, valued for their aesthetic appeal and recyclability. Packaging made from recycled HDPE and PET also drew attention, particularly among natural and eco-conscious brands. For hair products and mists, atomizers and triggers led the way.

Which materials were most commonly chosen?

• Glass – luxury, durability, recyclability: Glass remained a top choice for premium products such as serums, oils, and face creams. Its aesthetic quality and zero-waste appeal made it ideal for eco-conscious brands.
• PET and HDPE – lightweight and durable: Commonly used for daily cosmetics like shampoos and toners. The rise of rPET and rHDPE allowed brands to align with sustainable goals.
• Eco materials – plastic alternatives: Paper tubes, PLA bioplastics, and refillable formats gained traction. These innovations catered to brands emphasizing environmental responsibility.

Bottles, jars, airless – what dominated in 2024?

Bottles were the most popular packaging format, especially for liquid products. PET bottles were dominant among mass-market brands, while glass bottles were preferred for natural and luxury ranges. Jars were essential for thicker formulas like creams and masks.

Airless systems saw a major surge in use due to their hygienic design and precision in dispensing. These are now standard for premium and sensitive formulations.

What did startups choose vs large brands?

Startups favored flexible and cost-effective options, such as standard PET bottles, PP jars, and small-quantity glass bottles with pipettes. Many emphasized sustainability by choosing rPET, glass, or biodegradable tubes.

Large brands invested in custom designs, refill systems, and airless technologies. Their focus was on personalization, high-end materials like metal caps and soft-touch finishes, and compliance with global packaging regulations.

The most popular eco packaging – summary of the trend

• Recycled materials: rPET, rHDPE, and recycled glass were widely used.
• Biodegradable and compostable packaging: Plant-based fibers and paper tubes were common.
• Refillable packaging systems: Increasingly adopted by large brands.
• Minimalist designs: “Naked packaging” and reduced components to cut waste.

Examples of bestselling eco-packaging in 2024:

• 50 ml cardboard tube – biodegradable and minimal.
• 200 ml white Soft Touch HDPE bottle – stylish and recyclable.
• Airless Aquamarine 50 ml mono HDPE – fully recyclable and premium feel.

Predictions for 2025 – which packaging may become bestsellers

• 50 ml Glass Jar: Classic, durable, and recyclable.
• PP 43/400 Foam Pump: Popular for foaming cleansers and face washes.
• 100 ml Glass Bottle DIN 18: Premium look, UV protection.
• 100 ml PET Bottle 24/410: Lightweight, recyclable, versatile.
• PP 24/410 Atomizer: Ideal for mists and toners.
• 10 ml Glass Bottle DIN 18: Compact and perfect for concentrates.
• PP 24/410 Flip-top Cap: Simple and convenient for everyday products.

Conclusion

The 2024 cosmetic packaging market was defined by solutions that merged functionality, aesthetics, and sustainability. Premium glass containers and airless systems were key for high-end brands, while PET and HDPE dominated the mass market.

Eco trends continued to grow, driven by consumer awareness. Innovative dispensing systems like foaming pumps and atomizers played a significant role. Looking ahead, we foresee growth in airless packaging, biodegradable materials, and packaging personalization.

Need help choosing the perfect packaging for your brand? Contact us — we’ll help you find a solution that fits your needs!