November 20, 2025- Packaging trends in the beauty and personal care industries are evolving to address evolving consumer preferences and expectations. For Gen Z, packaging is judged by more than just design appeal or functionality. It serves as an outlet for merging practicality with self-expression, such as a stylish addition to outfits or a way to enhance daily aesthetics. Innova’s “Trending in Experiential Treats with Wearable Packaging – Global” report unpacks the latest trends in wearable packaging and how brands can leverage this knowledge to enhance brand strategy.
Why Does Wearable Packaging Resonate with Gen Z?
For a social media driven generation, curating a personal and visible identity is an innate part of expression for many consumers. Outfits, accessories, and beauty products are core elements of this process, and social media aesthetics and on-the-go convenience drive these beauty trends. As a result, wearable packaging trends highlight an outlet for consumers who seek beauty products that also align with their personal style and social visibility. 25% of Gen Z consumers even consider enjoyment or fun as an important element of their beauty or personal care routine.
Merge Fashion, Function, and Convenience
Around the world, beauty and personal care trends indicate that brands who merge fashion with convenience and function will resonate with Gen Z consumers. From Dior to Fenty Beauty, brands are redefining their product innovation and packaging trends by keeping wearability in mind. Lip balm phone cases, perfume lockets, and playful keychain designs are a few packaging trend innovations on the global market that enable consumers to balance convenient access with beauty essentials that resonate with their personalities. As a result, these wearable packaging products tap into Gen Z values of wellness, reusability, and function merged with style.
Building Brand Visibility
The rise of innovations that blend function and fashion highlights a shift towards design for presence beyond performance in Gen Z packaging trends. Beauty and personal care products now compete for space, not only on shelves but also in the feeds and routines of consumers. Brands that design their products and packaging to address this shift in behavior can build lasting visibility and loyalty through products that are integrated into Gen Z’s personal aesthetics. From a brand and marketing perspective, wearable beauty packaging can help mobilize organic brand discovery without added advertising expenses. Brands can also tap into the wearable packaging trend by creating gifting opportunities or luxury collectible offerings. For example, Dior released a limited-edition gemstone necklace that reimagined their iconic lipstick as a wearable pendant.
Elevate Cosmetics as Whimsical Accessories
Gen Z packaging trends indicate that brands are drawing inspiration from K-beauty to transform beauty essentials into elevated accessories. For example, the Korean brand Bbia has launched a wearable eyeshadow, lip, and blush palette that also functions as a playful accessory. Lip glosses with keychain attachments also allow Gen Z consumers to reapply on-the-go, while also adding a colorful pop to outfits or bags.
Make Packaging the Main Character
More than a vehicle for product delivery, Gen Z preferences are also driving the shift of packaging as desirable products on their own. Rhode Beauty is one example of a brand that has led the charge within the wearable packaging movement and has proven that packaging is an essential element of beauty that is integral to consumers’ style and culture. In 2024, Rhode released an iPhone case for the brand’s best-selling Peptide Lip Treatment that went viral on social media. The brand’s latest drop, a limited-edition Lemontini line, also features a custom Y2K belly chain and mesh pouch that is perfect for convenient and fashion-forward utility.
Cross-Category Innovations in Gen Z Packaging Trends
Functional beauty accessories can also drive cross-category innovations in Gen Z packaging trends. This generation embraces skin care, but products are no longer viewed as items to be tucked away. Rather, there is a preference for products that can act as accessories, showcasing skincare essentials as parts of personal style. Clip-on formats or charms turn skin care elements into a form of self-branding, and this is spurring complete design shifts across categories in the global beauty and personal care market.
What’s Next for Gen Z Wearable Packaging Trends?
As accessorizing beauty is becoming an increasingly popular trend, personalization will be an important opportunity for brands to cater to consumers’ individual styling needs. Color variations through seasonal palettes, attachable charms, or custom elements will further drive innovation in the wearable beauty space and packaging trends. Brands can also innovate with function-first packaging that can be applied to everyday routine essentials. For instance, sunscreen sticks with keychain attachments provide a convenient, easily accessible format that promotes on-the-go skincare. Finally, limited-edition accessory launches can also create urgency and boost perceptions of exclusivity tied to new product launches.
This article is based on Innova’s Trending in Experiential Treats with Wearable Packaging – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.