Annual packaging design awards the Pentawards has revealed its 2025 shortlist for The Body, Health & Beauty category, which is a useful key predictor of future trends in the beauty and personal care packaging space.
Many of the entrants featured integrated sustainability as a central design principle – either by via reducing the number of materials used, by ‘circular storytelling’, or by choosing regenerative packaging systems.
The organisers said that the work seen “reflects a maturing industry-wide shift” and added that this year’s standout concepts “moved beyond circular design, building emotional resonance, technical elegance, and new forms of inclusivity into every touchpoint.”
Head of the Pentawards, Adam Ryan, summarised that: “This year’s entries prove that packaging is no longer just about protection or shelf appeal – it’s about purpose.”
He continued: “Whether it’s refillable beauty that feels like an heirloom, sensory-led design for neurodiverse users, or accessible formats that put inclusion first, the industry is shifting from aesthetics alone to packaging that truly connects, empowers, and lasts.”
The key beauty packaging trends to watch
Some of the most noteworthy entrants seen in this year’s awards included:
Legacy refillables
Hatice Schmidt’s (Established) solid aluminium lipstick is designed to last a lifetime and be passed down through generations like a vintage or heirloom cigarette case. Rather than being designed to simply be a refillable, the item was created to be a status symbol and keepsake and going forward, it’s expected that more refillable beauty products will be built to last and appreciated by generations to come.
Meanwhile, Lisa Eldridge’s (Servaire & Co) 1930s-inspired Rouge Experience is also recyclable, refillable, and designed to be used with pride.
“Both entrants are strong examples of packaging becoming a legacy object, redefining value in beauty,” said the awards organisers.
Nostalgic mascots and emotionally resonant motifs
Forming an emotional connection with a brand has become more important to beauty shoppers in recent years and this is being seen in packaging.
Beautés Sauvages à Protéger by Axilone “made sustainability emotionally irresistible” with its animal-themed balm tubes crafted from “paper leather,” said the Pentawards.
This design educates the user and also offers a fun and playful angle. Each balm becomes a character-led collectable, “tapping into the emotional logic of toys, fandom, and storytelling.”
Oher’s Dr. Oh by Triangler Co., Ltd. was also designed around joy and emotional relatability. Its mascot is a cute and expressive character that was created from the brand’s “O” initial.
Sensory-aware packaging
This year’s shortlist also showed that this year’s most compelling beauty designs “are no longer just beautiful, they are functional, inclusive, and emotionally resonant,” said the Pentawards.
Tilt by Established has become the first makeup brand to receive the Arthritis Foundation’s Ease of Use Certification. Its packaging centres chronic pain, mobility issues, and low vision from the outset, not as an afterthought.
The whole system was re-engineered for real-world use – with shorter, stabilising mascara wands to reduce hand tremors, silicone-coated surfaces for enhanced grip, and low-strength magnets that ease opening and closure for those with limited dexterity.
Entries were seen with tear-off strips, Braille labelling, and Atkinson Hyperlegible font for low-vision readers.
Meanwhile, Zense, which is a wellness drink powder for people with ADHD featured a packaging design from Graphic Brands that included texture, sound, scent, and digital integration into its packaging, which the organisers said is “marking a shift toward neurodivergent-aware beauty and wellness.”
The full shortlist of finallists can be seen here and the winners will be announced at the Pentawards Gala Ceremony in De Kromhouthal, Amsterdam on 4th October 2025.
