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Artwork Management

Beauty Under Scrutiny: From Trends to Traceability

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Alexandra Blanck

Written by Alexandra Blanck

Content Manager, Esko

Earlier this month, headlines broke that regulators in the EU have banned an ingredient commonly found in gel nail polish over safety concerns.

For consumers, this reinforced fears about hidden risks in their favorite beauty products.

For brands, it was yet another reminder that packaging and labeling aren’t just about design.

They’re about compliance, safety, and trust.

And that’s where you come in.

Hey packaging professionals! Welcome to a deep dive into the latest trends and challenges in the Beauty & Personal Care (BPC) sector.

You’re scaling quickly, launching in new markets, and juggling an increasingly complex mix of SKUs, packaging formats, and compliance requirements.

You’re sitting at a crossroad of consumer demands, digital innovation (hello, AI), and regulatory scrutiny.

In this new now, clean labeling, transparent communication, and digital-first compliance strategies are no longer optional.

They’re essential.

Keep reading to learn how to meet evolving demands and mitigate challenges with digital solutions.

Why Beauty Brands Are Under Pressure

The beauty industry is one of the most competitive markets in the world.

Euromonitor International reports that “more than 25% of all new brand launched are in the beauty and personal care industry.”

That means new entrants are popping up constantly, fighting for attention and market share.

At the same time, consumers are holding brands accountable for everything from ingredient safety to sustainability.

According to Mintel, “80% of consumers want stricter safety regulations in beauty.”

Speed, accuracy, and trust are critical for survival.

So, what’s coming down the pipeline?

Ingredient Safety and Transparency

Today’s consumers care deeply about what goes into their products. They expect ingredient lists to be not only safe, but also clear and transparent.

This is particularly true for skincare, haircare, and ingestible beauty.

Buyers want packaging that highlights substantiated claims like “non-GMO”, “clinically tested”, or “dermatologist approved”, while also meeting strict regional labeling laws.

Clear, substantiated packaging is central to both brand trust and regulatory compliance.

2. Blog photo of beauty and simplicity
Blog photo of beauty and personalisation

Personalization at Scale

Skin care is at the forefront of consumers’ minds.

From skin tone and climate-based skincare to age-specific routines, personalization is reshaping product development.

AI-powered diagnostics and consumer self-assessments are enabling highly tailored beauty and health regimens.

This, in turn, results in an eruption of SKUs, including limited editions and region-specific variants.

And, as you are likely painfully aware, each one needs accurate, compliant packaging.

Smaller, On-the-Go Formats

Convenient formats, including travel-size tubes, stick packs, and sachets, are growing in popularity.

But these compact designs offer limited space for the essential regulatory content like allergens or usage warnings.

Creative layout strategies and digital extensions (think QR codes) are helping bridge the gap between space constraints and informational demands.

Blog photo of beauty and commerce and inflation

Regulations Every Beauty Brand Needs to Know

New Rules for Cosmetics

In the U.S., the Modernization of Cosmetics Regulation Act (MoCRA) marks the most significant change to federal cosmetics law in over 80 years.

It mandates product listings, facility registration, contact details, and additional safety documentation on packaging.

The challenge is providing all this information without compromising brand aesthetics.

While not all inclusive, the provisions defined collectively illustrate MoCRA’s holistic approach to modernizing cosmetic regulation.

For a full breakdown, read our guide on MoCRA.

EU Packaging Rules

In Europe, regulations such as the Packaging and Packaging Waste Regulation (PPWR) are reshaping how beauty brands design packaging.

Clearer labeling, recyclability requirements, and stricter oversight are creating new challenges for brands trying to balance compliance with aesthetics.

As part of the EU Cosmetics Products Regulation, brands must list ingredients on product packaging using standardized names to ensure clarity and consumer safety.

This requirement is tied to the glossary of common ingredient names, a reference tool updated under Article 33 to align with international systems like INCI.

The 2025 update significantly expands the glossary, which now includes more than 30,000 entries.

For brands, this means ingredient declarations must closely follow the revised terminology, reinforcing both compliance and transparency across the European market

How Packaging Builds Consumer Trust

Packaging is no longer just a vessel. Now, it’s a trust-building tool.

When consumers see transparent claims, clear labeling, and compliance with safety standards, they are more likely to believe in the brand.

Packaging that communicates this effectively reduces risk and enhances brand reputation.

Artwork and Labeling: The New Compliance Battleground

Behind the glossy finish of beauty packaging lies a reality that’s anything but simple. Labeling teams are under tremendous pressure to manage:

  • Exploding SKUs resulting from personalization and regional product variations
  • Increased on-pack content driven by claims, legal disclaimers, and ingredient details
  • Smaller pack sizes with limited space to fit essential regulatory information
  • Brand vs. compliance trade-offs, where creative design must coexist with mandatory labeling requirements
  • This complexity demands creativity, consistency, and traceability. Beyond that, brands must focus on risk reduction across the entire artwork lifecycle.

That’s why forward-thinking brands are turning to smart, automated tools that can keep pace with these demands.

Blog photo of beauty and regulation

Smart Tools: Helping Brands Navigate the Shift

Manual processes simply can’t keep up with the pace and precision today’s market demands. Here’s where specialized tools help brands rise to the challenge.

WebCenter for Established Global Brands

For enterprise teams managing vast product portfolios, WebCenter streamlines artwork and label creation in a single, centralized platform.

With configurable workflows and automated quality checks, it connects stakeholders, ensures consistency, and manages complex approval workflows across global markets.

The result? High-quality, compliant artwork delivered up to three times faster.

WebCenter Go for Growing Brands

WebCenter Go is a cloud-based artwork and label management solution designed specifically for small to mid-size businesses.

It helps teams:

  • Manage packaging and label versions across regions
  • Set up structured approval workflows
  • Collaborate across departments and partners
  • Accelerate speed to market while reducing risk

Comply for Automated Compliance

Additionally, WebCenter Go’s AI-driven compliance module, Comply, enables teams to ensure:

  • Use its rule-building feature to meet global regulations
  • Review health and cosmetic claims
  • Approval workflows include built-in legal validation
  • Traceability is preserved via e-signatures and audit trails
Blog photo of beauty and digital online

Safeguard Your Packaging Today

The Beauty & Wellness industry is navigating increasing complexity—from consumer demands for ingredient transparency to evolving global regulations.

Forward-thinking brands are turning this challenge into a competitive edge by investing in centralized artwork solutions, compliance automation, and smarter workflows.

This is how to maintain speed to market, protect brand trust, and deliver the transparency today’s consumers demand.

In a market where transparency and trust are everything, packaging isn’t just about looking good.

It’s about doing business better.

Learn more about WebCenter and WebCenter Go today.

Additional References

  • Mintel. Mintel 2025 Global Beauty and Personal Care Trends (Report).
  • The Business of Fashion & McKinsey & Company. The State of Fashion: Beauty, Volume 2 (June 2025).
  • Jain, Soumya, Shreya Mishra, Tryammbak Kansal, & Srishti Sharma. COSMETICS 2025: The State of Innovation (GreyB, 2025).

About the Author

Alexandra Blanck, a member of the Esko Corporate Marketing team, is known for her dedication to crafting engaging content that resonates with global audiences. As a Content Manager, she brings a strong editorial perspective and strategic insight to Esko’s communications, with a passion for turning complex topics into compelling narratives. Beyond her work at Esko, Alexandra is known for her creativity and storytelling expertise with a diverse writing portfolio that spans lifestyle features, fiction, and poetry.

Alexandra Blanck