Can custom beauty packaging ever be affordable?

By Lynsey Barber | Published: 9-Oct-2025 Featured companies: HCP Packaging Vetroplas Packaging Aptar Beauty
Packaging

A wider choice of mix-and-match options means that brands can opt for bespoke solutions without breaking the bank, reports Lynsey Barber

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Custom packaging is an attractive proposition for brands in 2025.

The hallmarks of custom packaging such as unique brand identity and tailored functionality can help brands stand out in an ever-more crowded and competitive market. 

But it shouldn’t be assumed that these types of features are reserved only for higher-end luxury brands, or those with deeper pockets.

“It is a misconception that ‘custom’ always means prohibitively expensive,” Cheryl Morgan, Head of Marketing Europe and Global Marketing Communication at HCP Packaging tells Cosmetics Business.

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Featured companies

A trusted global partner at the forefront of creativity and innovation, driving the future of beauty packaging Founded in 2006, Vetroplas has a full range of high quality packaging solutions, specialising in premium glass and plastic bottles and jars, aluminium bottles, airless... Aptar Beauty is a leading and innovative dispensing solution provider for beauty brands around the world. We focus on value-added sprays and dispensing solutions for fragrance,...
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