Editor’s Letter: ‘Feel-Good’ Beauty Thrives

Welcome to Beauty Packaging Magazine’s Oct/Nov 2026 issue!

We’re likely all familiar with Leonard Lauder’s take on the unwavering cosmetic industry when he noted that beauty consumers sometimes switch their preferences in a time of economic and geopolitical uncertainty. They may not buy as many expensive creams, but they’ll still hover over products that make them feel good, even if it’s a lipstick or eyeliner. It might be an expensive lip balm or pencil, but still… Or they might instead be drawn to more sensuous luxe fragrances in exquisite bottles, rather than another monogrammed designer handbag. 

Along these same lines, I recently heard an industry executive describe Beauty as “a non-discretionary, recession-proof industry.”

These conclusions came to mind as I was researching data for our annual report on the Top 20 Global Beauty Companies. This process is always an exciting, insightful look at the workings of international beauty brands and what drives them forward—from corporate executives to scientific know-how, expert marketing to extraordinary vision. It’s also fascinating to see the areas where trends lie, such as in consumers’ desire to combine wellness and beauty, the advent of on-the-go small sizes, or perhaps most notably, a passion for scent, with Fragrance becoming a must-have for many this year—and so, boosting the bottom line, in general. Not to mention the seemingly quick, powerful impact of K-Beauty in driving the global retail marketplace, from formula to pack to TikTok marketing.

It was also interesting to see how Sustainability has become a “must” in packaging design, from pumps to jars, deco to shipping, especially as global legislation takes effect. What was once an attribute of indie brands’ DNA has become a global requirement for many.

Packaging is Playing a More Critical Role

And packaging is playing a more critical role than ever as sustainable components and refined formulations evolve.

As Irina Mazur, Chief Commercial & Marketing Officer, Revieve, writes in her Expert’s View (see BeautyPackaging.com), “Packaging is increasingly becoming the place where scientific credibility meets consumer confidence… because in the next chapter of beauty, packaging won’t simply tell consumers what a product is. It will help them understand why it’s right for them.”

You’ll discover more on trends and innovation in this month’s report on the latest packaging showcased at MakeUp in NewYork, and in next month’s review of Luxe Pack Monaco. They’re sure to be eye-openers.

Jamie Matusow | Editor-in-Chief

[email protected]

IN THIS ISSUE: October/November 2026

Here are highlights from Beauty Packaging Magazine’s Oct/Nov 2026 issue:

• See who made the cut—our annual ranking of the Top 20 Global Beauty Companies shows that the global cosmetic and fragrance industries are thriving, despite challenges.

• With more than 5,000 attendees, MakeUp in NewYork Drew a Record Crowd at the Javits Center on Sept. 16-17.

• As formulas advance, Skincare Packaging is Working Harder as it dispenses, protects, and applies an increasingly diverse range of products.

• Is Mono-Material Packaging Beauty’s Next Sustainability Shift? It’s gaining momentum among brands keen to meet sustainability goals.

• This year’s Cosmoprof & Cosmopack in Las Vegas in July drew 950 exhibitors showcasing finished products and packaging—representing all sectors of the beauty business. Here’s our full report.

Enjoy this issue!