How to choose cosmetic tube packaging?

Tube packaging is increasingly popular due to its squeezability, protective features, versatility, and ease of use. New tube shapes, decorations, and sustainable materials also enhance product appeal. This article will introduce product examples from multiple packaging suppliers and highlight why brands and consumers choose tube packaging.

Beauty brands are choosing squeeze tubes because they are convenient for consumers. They are also highly versatile, easily dispensing oil-based facial serums and rich body creams. This is one reason for the rising demand for squeeze tube packaging.

According to various industry data, the US squeeze tube packaging market is expected to grow at a compound annual growth rate of 6.4%, reaching $5.22 billion by 2032. A report by Precedence Research states that many beauty brands are striving to achieve sustainable packaging goals, driving demand for recyclable and biodegradable packaging within the beauty industry. "The booming cosmetics and personal care industry is increasing demand for visually appealing and portable squeeze tube packaging."

Research from Allied Market Research shows that demand is growing for all types of squeeze tubes in the beauty industry, including airless pump tubes, multi-layer tubes for increased product protection, and customizable shapes. Brands are leveraging unique designs to enhance the consumer experience.

Consistent with market reports, Canadian packaging company Plastube stated that demand for more sustainable tubes in the beauty market has increased significantly over the past year. Its president, Sylvie Charette, stated, "Whether it's using PCR (Post-Consumer Recycled Plastic) materials, mono-materials, or meeting local recycling requirements, we're hearing more requests from brands." However, packaging suppliers indicate that brands have additional considerations when choosing tube materials.

John Ulibarri, senior sales executive at US packaging manufacturer James Alexander, stated, "The consumer-friendly portability and ease of dispensing of tubes are key reasons for their growing popularity across all beauty and personal care categories."

Melanie Gaudun, business development and marketing manager at Viva Healthcare, a Hong Kong-based in-mold-labeled tubing manufacturer, noted, "The flexibility of use is a key draw for consumers. Tubes offer a wide range of functionalities, making them a suitable packaging solution for a wide range of product categories, from body and hair care to facial care, makeup, and personal care. Furthermore, the act of squeezing the tube creates a relaxing sensation, much like squeezing a stress ball."

American body care brand Lancer Skincare, founded in 1983 by dermatologist Dr. Harold Lancer, is focusing on the "squeezability" of its tubes. Its new product features an 8-ounce (approximately 237 ml) tube made of five layers of eco-friendly material. The tube's golden sand hue distinguishes this body care product from the brand's facial skin care line, which features turquoise blue packaging.

"This new product refreshes the brand's aesthetic, and continuous innovation is key to marrying our heritage with a newer, more modern feel," said Blair Lancer, Chief Marketing Officer of Lancer Skincare. "Body cleansing is part of the brand's three-step body care regimen and the newly launched body care line." He further noted, "Tubes are the most effective packaging type for our body cleansing formulas. The squeezable tubes and various cap styles make it easy to apply the product to the body. This moisturizing cleanser uses a gel-emulsified formula with salicylic acid, glycolic acid, and watermelon seed oil."

Part 1: Decorative Innovation

Recent launches of new tube packaging products from beauty brands highlight the versatility and squeezability of tubes. Among the small tubes available are Kiko Milano's Bridgerton Cream Eyeshadow, featuring a pointed tip for precise application. Other brands include Dr. Jart's Lip Oil and Laneige's Lip Balm.

Image: Kiko Milano's Bridgerton Cream Eyeshadow features a pointed tip for precise application and a shimmering gold pattern.

Suppliers see a significant increase in tube packaging for color cosmetics, particularly lip gloss. "Lip tube packaging is on the rise in the market, focusing on different applicator materials and packaging styles," said Sperling, vice president of business development at American Packaging Design and Manufacturing. "Particularly in the past year, many different types of skincare and suncare products have also been packaged in tubes."

Brands are looking to attract consumers with eye-catching design elements. [The company] offers a squeeze tube in a variety of thicknesses with an EVOH barrier layer. Sperling explains, "It offers a wide variety of decorations through digital and flexographic printing, combined with cold foil stamping, for a unique appearance on the shelf. It also provides excellent dimensional stability and decorative seams."

Image: Tubing with digitally printed designs

Jay Nagel, Vice President of James Alexander, said, "There is a significant demand for flexible packaging with high-end graphic decorations." Casey Nagel, another Vice President of the company, agrees, "We are seeing fewer requests for specialized packaging and a significant increase in requests for decorative upgrades. Some brands are turning to high-definition graphic decorations to update existing inventory and launch new products."

A Swiss tube manufacturer is offering brands an innovative decorative solution: a new side edge decoration technology for cosmetic tube packaging. Aitor Henao Soto, Head of Marketing, said, "This solution is for customers who want a 360° decorative look combined with quality, cost advantages, and the availability of a wide range of printing technologies for flatbed printing. Direct printing eliminates the need for labels, making it more sustainable and environmentally friendly, making it ideal for small-batch production and start-ups. No additional material management is required."

This technology represents a significant advancement, enabling 360° printing of decorations on laminate tubes while achieving precise seams – no mean feat. "This technology is unprecedented in the market. Compared to extruded tubes, lamination technology uses multiple thin layers to deliver the same look and feel in a thinner tube. We also focus on sustainability, such as with our removable tubes and our Fuji cap project with NorthStar Technologies."

Brands focusing on decoration include Clarins, whose new Body Shaping and Softening Gel sets feature glossy white tubes with striking red design elements. California-based pure skincare brand Caliray's retro-inspired branding is perfectly captured in a mint green oval tube containing a light-weight primer with collagen peptides. The rainbow imagery printed on the tube creates a nostalgic, vintage vibe.

American makeup brand MILK Makeup's latest product line features all-black packaging, making it unmissable on the shelf. The matte black tube of its oil-control concealer primer creates a premium feel, contrasting with the shiny black logo on the tube.

For beauty marketers undecided about how to decorate their tubes, we offer digital printing, screen printing, and hot stamping, as well as label application and offset/flexographic printing options. "We have more resources to meet the ever-changing needs of our customers' most creative graphic designs." We offer the most comprehensive selection of plastic and laminated tubes, as well as mono-material, PCR, high-barrier EVOH plastic, and polyfoil.

As for tube shape, the market currently has a strong preference for oval tubes.

Part 2: Product Dispensing Methods

Every product developer and designer strives to provide a flawless user experience by effectively dispensing product. Packaging can convey subconscious messages to consumers about the effectiveness of a brand or formula. Therefore, creating packaging that makes a product enjoyable to use is always a goal for beauty marketers. Matching a squeeze tube with the right type of formula dispensing cap or applicator is key.

Squeeze tubes dispense product when squeezed firmly, unlike tubes with pumps, but the similarities end there. There are many options and design variations for cosmetic tube packaging, all of which will influence the user experience. The brand's choice ultimately depends on the viscosity of the formula and the method of application. Testing can help determine which type of cap, orifice, or other dispensing solution is best for your product.

Ruud of Dechangyu states that tubes are more important than ever in lip gloss and skincare. Independent brands are highly interested in finding innovative tube dispensing options. New brands strive to stand out in a competitive market. Tubes that help users apply products more effectively are an effective way to inspire consumer loyalty.

Image: Jooy's tube features a pointed tip for precise application and is made from 30% PCR PET.

Independent brand Jooy's new tube packaging features a unique applicator tip. Its scalp repair serum is packaged in a small tube with an applicator tip. The entire tube is made from 30% PCR PET and is screen-printed.

Brand founder Jennifer Yen said, "The compact tube allows for precise, controlled application of the right amount of product directly to the scalp, preventing waste and facilitating easy application. It also minimizes contact with the hair, allowing the serum to target scalp concerns like dandruff, dryness, and sensitivity. We target the traveler, so we incorporated a compact tube packaging to make the product portable and easy to use on the go."

GPI's Sperling said, "The number of haircare products on the market has increased significantly. Tube packaging is very popular within haircare products, especially within the growing scalp and haircare categories. These trends are driving demand for more targeted and precise tube applicators. GPI specializes in airless tubes and stocks airless pumps that work with tubes from many skincare brands. The company continues to expand and evolve its tube product line, developing options with different diameters, dispensing methods, and volumes to meet the needs of different formulas that require product protection and preservation."

Image: Ban deodorant roll-on tube packaging

Ban's deodorant is packaged in a roll-on tube. Gaudun explains, "Our rollerball tube offers a unique application experience. As the ball glides over the skin, it creates a soothing sensation that relaxes the user."

The deodorant features a one-inch rollerball applicator, a sleek translucent green cap, and an EVOH barrier. The packaging features matte and glossy dotted embellishments. The tube is also eco-friendly, with the sleeve containing 87% recycled PP and the cap containing over 50% PP.

The rollerball tube is available in a variety of sizes and is ideal for both face and body applications, offering versatile functionality and convenience to consumers across various product categories.

Image: Airless pump tube from RoC

RoC, a French brand specializing in hypoallergenic skincare, chose an airless pump tube for its multi-purpose SPF protective moisturizer. Airless pump tubes are primarily used for facial products, making them convenient for dispensing lotions and creams. "Airless pump tubes allow you to empty or dispense up to 95% of the tube, effectively eliminating waste."

Part 3: Product Design and Material Selection

Cosmetic packaging tubes are typically made of plastic, but aluminum tubes can improve product protection, and multi-layer tubes can help improve the use of PCR materials. Certain types of materials can make the tube more difficult to squeeze, so brands often test different material combinations to ensure a better user experience. In addition to designing for functionality, beauty brands often seek ways to make decorative elements more eye-catching.

Figure: Variously shaped packaging tubes and caps

Richard, Sales Director at a US cosmetics tool manufacturer, stated, Using standard decoration processes such as offset printing, hot stamping, or heat transfer labels often increases costs. In this ever-changing market, beauty brands are looking for ways to leverage technology to create a more luxurious look without adding extra cost.

Leveraging expertise in resins and tubing molding, we simulate the look of decoration. The exterior decoration of the tube is applied during the molding process, without adding to the overall cost.

Before extrusion, the colors are separated. During the molding process, multiple colors can be extruded simultaneously into the tube sleeve to create striped or marbled effects. Designs like these eliminate the need for secondary decoration, significantly saving costs. Furthermore, gradient effects can also be applied to the tube wall coating.

Beauty brands are also looking for ways to further differentiate their products by developing tube neck molds in various shapes, such as square, triangular, and others.

Part 4: Environmental Performance

Sustainability in beauty packaging continues to be a focus, and tube suppliers are offering many environmentally friendly innovations in tube options. We offer a variety of options for PCR tubes.

Tubes are available with up to 50% PCR content, and the accompanying flip-top caps are 100% PCR. PCR content. PCR tubes and caps can be packaged with PCR containing 80% PCR, depending on the total weight of the package. The ocean-recycled PCR material is sourced from recycled materials in ocean tributaries, while the PCR material is sourced from recycling facilities.

Image: Innovative eco-friendly packaging – Tubes with PCR tubes and thin caps

Supplier of ultra-thin dosing tubes and flip-top tubes. The cap uses 50% less plastic than traditional flip-tops. It is the thinnest flip-top cap currently produced. In addition to its highly stylized and unique design, this cap is 100% recyclable and can also be made from a single material, using up to 80% PCR. Furthermore, its height is reduced by approximately 10 mm, resulting in an overall packaging reduction of approximately 20%.

Image: All three are made from 5% industrial recycled aluminum and 95% recycled aluminum. Made from recycled aluminum, including processed and recycled aluminum packaging.

Awareness of the environmental impact of packaging is driving consumers and retailers to seek functional, eco-friendly packaging, and this also applies to tube options. Brands are making bold commitments and setting sustainability goals that encompass their entire supply chain.

The latest innovation is the aluminum mono-material refillable tube, designed to provide brands with everything they need in a refillable package. This lightweight, mono-material design is made from 100% recycled aluminum, 95% of which is PCR, making it easily recyclable.

The mono-material refillable tube is available in a variety of sizes and is ideal for refilling perfume bottles, jars, or vials. It can also be used to carry concentrates to fill larger bottles or dispensers.

Brands can choose to incorporate recycled polypropylene (PP) into the tube design, using up to 87% PP in the sleeve and up to 100% PP in the applicator, cap, and oval neck. PP available. Single-material tube and cap. These hose designs are compatible with the Plastics Recycling Association's recyclability guidelines.

Image: Innovative hose brush head

The new lightweight tube uses 30% less plastic and weighs 30% less. It offers a better squeeze while retaining the unique advantages of a hose.

Offering sugarcane-based and PCR plastic tubes, we are a global manufacturer of sustainable products.

Part 5: Demand for Tube Alternatives Continues to Grow

The use of plastic alternatives is increasing across all packaging types, and tubes are no exception. GPI Beauty has added two new tube products to its portfolio. These are sustainable alternatives to plastic tubes made from 80% paper sourced from FSC-certified forests. This eco-friendly design reduces plastic usage by 46% compared to traditional PE tubes.

One-piece tubes integrate a thin flap into the tube neck, enabling production from a single material of PE or PP, effectively reducing plastic content. Another recently launched sustainable solution is the Fiberluxe tube. This unique tube is made from 80% FSC-certified paper and can be paired with a thin flap, reducing plastic usage and carbon emissions.

Part 6: Luxury Aluminum Tubes

Once reserved for toothpaste packaging, aluminum tubes now have a new, premium image. In recent years, beauty products have consistently opted for aluminum tubes, resulting in a luxurious look.

Major luxury brands are repositioning aluminum tubes as a high-end packaging option. Chanel has chosen aluminum tubes for its limited-edition Chance hand creams. The three creams, Chance, Chance Eau Fraiche, and Chance Eau-Tendre, correspond to the Chance fragrances. Featuring floral notes and a moisturizing, refreshing texture, they offer consumers an alternative way to enjoy the Chance fragrance all day long.

Image: Chanel's Chance hand creams use Tubex aluminum tubes.

The hand creams in this collection are packaged in Blue Tube Evo tubes, made from 100% recycled aluminum with a 95% PCR content. This classic, refined aluminum tube significantly reduces carbon emissions during production, a win for both Chanel and the environment. "

Part 7: Advancing Eco-Friendly Design

What does the future hold? Experts predict further progress in eco-friendly tube innovation. Suppliers and brands alike will continue to strive for sustainable development. Aveda is leading the competition. The new, upgraded curl-enhancing cream packaging (pictured) is made from 100% PCR material.

Image: The upgraded curl-enhancing cream tube is made from 100% PCR material.

Many suppliers have indicated they are also focused on eco-friendly innovation. They will work to develop new tubes that offer enhanced functionality and incorporate new eco-friendly designs. Progress continues to be made in increasing the PCR content of tubes, tips, and caps.

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