Trends in Health & Beauty Aid Packaging

Wet Wipes Sachet for HBA Packaging

This week’s blog follows last week’s topic of industry innovation, this time with a focus on health and beauty packaging and the trends we might see over the coming years. As seen in our first blog, brands can benefit by adapting to the various and constant changes in consumer habits and demand. Which leads to the question: What is trending in health and beauty packaging? We invite you to take a look at the article below regarding trends across beauty categories, and where the wet wipes market, in particular, might be headed.

The wipes market continues to grow as a result of ongoing innovation in facial skin care and new launches in hair care, according to a recent article by Deanna Utroske, with one industry expert advising companies that make wipes to “think outside the box”.

The information in this article was gathered from a speech presented by Vito Cataldo, the North America marketing manager for personal care at Lonza. Vito believes that insights and trends from the multifunction skin care category will ultimately transfer over to wipes, and facial wipes are clearly evolving past the basic makeup remover category. This article states, “The global skin care market is growing annually at about 6%. But, the facial cleaning wipe market is expected to grow by 10% annually over the coming years.” This is exciting for brands working to gain market share in this category; most brands have products in their line that can transition to the wipe format. Vito provides five personal care trends brands should consider:


Age-management has become a popular category in the personal care industry. Advancements in anti-aging creams have seen a large growth rate as well as new product formulations for reducing dark facial blemishes from hyperpigmentation (when patches of skin become darker due to an excess of melanin). This is an example of a product that has the potential to easily transition to the wipes format.

Anti-Pollution and UV Protection

UV protection products have seen various forms of innovative packaging over the years. Today, sunscreen products are produced in tubes, bottles, aerosols, and now wipes.


The ‘Green’ movement has impacted personal care products in both formulation and packaging. Many consumers now want to use products that are naturally derived. This is a trend that is expected to keep growing, and which is reflected in ingredients, packaging, and even wipe fabrics.

“Appearance Conscious [or the] Pressure to Look One’s Best”

This trend may seem obvious in personal care products, but the value of product convenience should not be overlooked when it comes to helping a consumer achieve their beauty goals. Brands can benefit by offering the same performance claims but in a one-step, and often convenient and portable, disposable wipe.


Brands are using product features that allow the consumer to personalize their product. For example, dual component beauty applications that allow the consumer to choose several combinations of the two components, and might allow the user a more technical hands-on experience.

Final Thoughts

These five trends could lead to new and innovative wipe products that could supplement or even replace existing skin care regiments, giving brands have opportunity to take advantage of the 10% annual growth rate in the facial cleaning wipe market. First movers that think outside the box will see great value in the combination of personal care products and wet wipes.

What trends are you seeing in HBAs and wet wipes? Post your comments and contact us with your ideas.

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