We have been featured in Beauty Packaging’s April/May 2025 Issue! Featuring our trending and sustainable packaging innoations from MakeUp in Los Angeles in their ‘Consumer Ease, Gen-Z Appeal, and Packaging That ‘Clicks’ article! 

Packaging Trends

Packaging at MakeUp in LA ranged from ultra-premium to massconvenience, all with consumer delight in mind. ‘On-the-go’ novelties appealed to Gen-Z consumers, such as chains, mirrors, and charms, that were attached to tubes, sticks, and bottles. In a nod to luxury, several palettes and lipsticks snapped shut with a satisfying “click.” Tubes were apparent as a popular category, a number of them capped with various scrubber and applicator heads, such as our ICONS|ICS innovative applicator D19-D25 tubes. 

Sticks continued with their ease-of-use and portability aspects, as well as mascaras, such as our ICONS|ICS refillable mascara. Overall, there was a move to more glass and mono-materials. Customized stock products were also attracting a lot of interest.

ICONS|ICS & ICONS|America at MULA

ICONS|ICS and ICONS|America exhibited together at MakeUp in LA 2025, showcasing our “Bloom” theme, “a celebration of beauty’s transformation through sustainability, inclusivity, and innovation, blending playful colors with sensorial, tactile experiences.” As a leader in sustainable packaging and an EcoVadis Platinum medalist, ICONS|ICS featured versatile and sustainable packaging solutions perfect for trending hybrid formulations. Standout innovations included a curvy monomaterial PP panstick; a flip-top jar family featuring a PET jar and an elegant, curved top-lip design in the PP flip-top cap; several 16mmD and 19mmD PE tubes with unique applicators; and ultra-fine mist sprayers with a rounded cap or base, available in 60-120ml fill sizes.

ICONS|America showcased new and innovative In Mold Label (IML) tubes with “virtually unlimited” decoration possibilities, providing a Made-in-USA solution, lower carbon footprint, and faster lead times for North American destinations. Designed to deliver full-size performance or more petite travel sizes, their 35mmD and 40mmD tubes offer fill capacities ranging from 30-to 160ml, ideal for primers, foundations, cleansers, and more. They are also available in 50mmD size for larger size needs.