Editor’s Letter: Meet Them Where They Are

Welcome to Beauty Packaging Magazine’s September 2026 issue!

On recent visits to cosmetic trade shows, as well as via interviews and chats with beauty industry suppliers, one shared piece of advice for doing business in this ever-changing cosmetics world, is “Meet Them Where They Are.”

Who are “they?” They are most often end-users who want products that suit their lifestyles, whether that be price, size, shape, color, application, sustainability…

Small sizes have been a huge trend lately, as you’ll read in our feature on page 43 of this issue. Appealing especially to younger generations of consumers who are always on the go (and may have a restricted budget), mini packs now hang off their bags, backpacks or purses—or dangle from belt loops. Instead of needing large sizes of suntan lotion, for instance, how about an easy-to-apply sunscreen stick that’s packaged in a cardboard tube, or a mini lipstick that can be easily pulled out while on a skateboard or bike—or waiting for a train? 

The same is true with cosmetic brushes. One in-demand luxe accessories provider told me that instead of sticking with full sizes, she now also offers smaller applicators that serve multiple functions—and are still sleek and beautiful to the touch. 

All adapt to changing consumer habits, in-store and online.

Recently, Sephora made a change in its retail atmosphere. Some stores in the chain have instituted “quiet hours” with muted music and soothing lighting. It’s a more relaxing way to attract shoppers.

The Move Toward Local Manufacturing Continues

The same “Meet Them Where They Are” philosophy is also apparent in this month’s feature focus on Made in USA/NA regional package manufacturing. There’s a definite move toward partnering with domestic packaging suppliers. It’s not just about re-shoring, as our experts explain. It’s about meeting customers where they are, to better assure a smooth, uninterrupted supply chain. And as you’ll read, producing components closer to market (no matter where that may be) is working well for all involved. 

In fact, one supplier told me, “Our in-region-for-region manufacturing approach provides our brand partners with the reliability, quality, and responsiveness they need, where they operate. It is also how we help them advance their own goals for lower-impact manufacturing.”

We hope you enjoy this issue. And wherever you may be now, I hope to see you where BP’s Publisher and I will be next—at MakeUp in NewYork and Luxe Pack Monaco! 

Jamie Matusow | Editor-in-Chief

[email protected]

IN THIS ISSUE: September 2026

Here are highlights from Beauty Packaging Magazine’s September 2026 issue:

• Made in USA/NA: Cosmetic packaging suppliers that offer services that include regional sourcing and local decoration can reduce transit risk and improve replenishment flexibility for launch-critical SKUs. Read—Packaging Made in USA/NA—for Speed and Flexibility

• Sample packaging, trial sizes, and unit dose packages: These create personalized consumer experiences that give brands a marketing edge. Read—Driving Sales, One Sample at a Time.

• Reinventing the Mascara Pack: new designs, innovative opening gestures, and brush technologies engineered to deliver trending lash looks. Read—Mascara Packaging Options Grow as the Market Evolves.

• Q&A: Why Source Local Cosmetic Packaging Suppliers? Patrick Van den Bossche explains that the conversation has shifted from ‘Where can I buy this cheapest?’ to ‘Where can I buy this reliably?’

• Trade Show Report: From sizes and shapes to materials and colors, global suppliers showcased the current most in-demand products and packaging. Read—MakeUp in Paris 2026 Reveals Shifting Packaging Trends

• Show Previews: Get ready, MakeUp in NewYork Opens on Sept. 16th—and Luxe Pack Monaco ’26 will ‘showcase the future of luxury packaging.’

Enjoy this issue!