New packaging is giving loose powder the luxury treatment

Published: 8-Jun-2026 Featured companies: Asquan Group
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New packaging concepts are giving loose powder the luxury treatment, writes Julia Wray

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Think ‘powder dispensing’ and a salt shaker gesture – likely accompanied by liberal clouds of baby powder – springs to mind.

But ever more sophisticated anhydrous formulas require an elevated user experience, and beauty brands and packaging suppliers alike are innovating for this market niche.

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“The [powder] category is undergoing strong structural growth, driven by waterless and rehydratable formulations aligned with minimalist, sustainable routines,” shares Maud Lelièvre, Marketing and Communication Director at the newly-formed Cosmogen&Asquan Group.

“These formats respond to demand for efficacy, portability and reduced environmental impact, but remain highly sensitive to moisture.

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