Haozhong Global Watch: 2026 Key Trends, Growth Spurts and Opportunities in Cosmetic Packaging

The global cosmetic packaging market experienced a slight decline in unit volume during 2022. This downturn can be partially attributed to inventory surpluses carried over from the pandemic period of 2020. Furthermore, the war in Ukraine exacerbated this decrease, as purchasing power diminished across Eastern European markets. The ongoing cost-of-living crisis provides critical context for this market contraction while also revealing new areas for potential growth. 

In 2023, Grand View Research valued the global cosmetic packaging market at USD 32.67 billion, projecting a compound annual growth rate (CAGR) of 4.4% through 2030. By material type, plastic packaging dominated, accounting for 60.8% of total revenue share in 2023. This leading position is driven by plastic’s significant price advantage and superior durability compared to alternatives like glass and paper.

(Source: Grand View Research)

The Rise of Miniaturization 

Inflation and tightening consumer budgets are fueling demand for smaller, more affordable pack sizes. In China, for instance, mini fragrance bottles (5ml, 8ml, 10ml) have surged in popularity as accessible, impulse purchases for single occasions. This trend is also exemplified by the success of sample-centric retailers like Haymay, which since 2021 has offered a wide array of high-end skincare and beauty samples (1ml-10ml) from brands such as HR, La Mer, and Fresh. 

Another emerging opportunity lies in the scented candle segment. On platforms like Xiaohongshu (Redbook), sales of small-format candles have risen dramatically. Rather than spending hundreds—if not thousands—of RMB on full-size 500g scented candles from premium brands such as Diptyque or Maison Margiela, Gen Z and millennial consumers are increasingly opting for miniaturized variants (1/10 or 1/20 the standard size) priced between RMB 5 and 45. This allows younger shoppers to explore an array of fragrances for diverse moods while still upholding their desired quality of life. Beyond affordability, these compact sizes are ideal for on-the-go lifestyles, easily fitting into handbags, gym bags, and travel kits.

Dynamic Growth in Squeezable Plastic Tubes

While folding cartons and HDPE bottles remained the leading pack types globally in beauty and personal care during 2022, squeezable plastic tubes demonstrated stronger growth, with global sales increasing by 3% that year. Traditionally dominant in toothpaste packaging, plastic tubes are gaining significant traction in skincare, haircare, and sun care categories. On a global scale, squeezable plastic tubes are forecast to become the second most used packaging type by 2027, surpassing HDPE bottles. 

Platforms like Alibaba.com reflect this upward trajectory in unit sales volume. Compared with glass cosmetic containers and other plastic packaging formats, soft tube packaging has witnessed robust sales growth over the past 12 months, as of the publication of this article in January 2026. 

Sustainability and Key Regional Markets

Sustainability remains a central and enduring topic within the packaging industry.

In the long term, consumer preference for environmentally responsible options will continue to drive innovation, particularly across mature markets in Western Europe and North America, where sustainable packaging solutions are becoming a critical purchase factor.

In the near term, however, the Asia-Pacific region—led by India, Indonesia, and China—will continue to drive the largest share of global sales volume. Malaysia is expected to be the fastest-growing market, with an estimated CAGR of 8.5%, followed by Singapore (7%) and Thailand (5%) over the coming years.

For further insights and industry updates, follow us on LinkedIn: HAOZHONGPACKAGING. 

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