Beauty Industry News: Here’s our ‘Beauty Buzz’ roundup for April/May 2026—celebrating people
and events in the beauty & packaging industries.

According to the latest beauty industry report from Circana, the U.S. beauty industry ended 2025 with gains across both prestige and mass markets. Prestige beauty retail dollar sales grew by +4%, year over year, to reach $36 billion in 2025. Beauty sales in mass retail saw a dollar increase of 5% to $72.7 billion.

“Despite ongoing economic pressures, beauty continues to outperform many other industries, reinforcing its role as a driver of growth across U.S. retail,” said Larissa Jensen, global beauty industry advisor at Circana—and a member of Beauty Packaging’s Board of Advisors. 

“Since the pandemic,” said Jensen, “beauty remains an accessible indulgence. Beauty gives consumers a way to invest in themselves and support their mental well‑being. This mindset has become a meaningful driver behind its performance. However, while consumers continue turning to beauty products for confidence and self-expression, the dynamics shaping their choices are changing. Brands that lean into value, wellness, and innovation—and respond to evolving behaviors with transparency and purpose—will be best positioned to succeed.”

Makeup remained the largest prestige beauty category in 2025, growing +4%. All prestige makeup segments posted dollar growth, though unit softness in face and eye makeup slowed the pace. 

Hair was the fastest-growing category based on dollar sales in the prestige market. 

Read on for more beauty packaging news.

Diamond Packaging Wins P&G’s Excellence Award

NY-based Diamond Packaging has won Procter & Gamble’s 2025 External Business Partner Excellence Award in the Oral Care category. Diamond was recognized as one of an elite group of 40 suppliers. P&G selected the winners from its extensive network of more than 50,000 external business partners worldwide.

“We are truly honored to receive P&G’s 2025 External Business Partner Excellence Award,” said Karla Fichter, CEO & Owner, of Diamond Packaging. “This prestigious recognition reflects our team’s unwavering commitment to operational excellence, innovation, and partnership.”

The company provides premium packaging solutions across multiple P&G product lines. Its brand partners include Crest and Oral-B oral care products. Also, Gemz, Gillette, Olay, Pantene, Old Spice, Secret, and Vicks.

Jennifer Dean Appointed Head of Beauty Business Unit at Medmix

Medmix has appointed Jennifer Dean as the new Head of its Beauty Business Unit, leading beauty brands Geka and Qiaoyi. She has played a key role in their development during her tenure as medmix’s Chief Financial Officer. She has held the position since the company’s IPO in 2021. 

In her new role, Dean will further develop and refine the beauty portfolio and product strategy. She will “focus on accelerating the growth of the company’s brands and strengthening its market position.”

APC Packaging Celebrates 20 Years of Growing with Beauty Brands

In more beauty packaging news, APC Packaging is celebrating its 20th anniversary in 2026. APC Packaging is a provider of sustainable and innovative packaging solutions for the beauty and skincare industries. Since its founding in 2006, APC Packaging has grown from a small family business into “a globally trusted strategic partner for some of the most respected names in beauty.”

In its 20th year, the company continues to embody its founding promise, “All Points Covered.” APC strives ot deliver end-to-end solutions that empower global beauty brands. The supplier also works with fast-growing indies and visionary startups to bring their concepts to life with confidence.

“Reaching our 20-year milestone is not just about celebrating our history. It’s about recognizing the partnerships and innovation that brought us here,” said Lisa Lin, CEO of APC Packaging. “Our success has always been built on collaboration with our brand partners and a shared vision for a more sustainable future in beauty.” 

Virospack Is Awarded the EcoVadis Gold Medal

Virospack has earned the EcoVadis Gold Medal again. The company achieved a score of 82 points, ranking in the 97th percentile. This score places it among the top 5% of companies assessed by EcoVadis worldwide. This recognition reflects the company’s strong sustainability performance across four key areas. They are: Environment, Labor Practices and Human Rights, Ethics, and Sustainable Procurement. The recognition “reinforces its ongoing commitment to responsible and transparent management.”