Why So Many Brands End Up Choosing Standard Packaging
July 1, 2026
What Is the Best Material for Cosmetic Packaging?
For this reason, choosing between glass, plastic, For this reason, choosing between glass, plastic, aluminium or an airless system should never be based on aesthetics alone. Packaging must protect the product, ensure reliable performance throughout production and transportation, facilitate application, and communicate the value of the brand.
The Formula Is Part of the Decision
The first consideration should always be product compatibility. A serum containing sensitive active ingredients, an alcohol-based fragrance, a rich cream and a facial oil all have different preservation requirements.
Some formulations require greater protection against light, oxygen or external contamination. Others benefit from precise dispensing systems or packaging designed to minimise product waste. Before selecting a material, it is therefore essential to evaluate how the formula interacts with the container, the closure and the dispensing system.
Glass: Premium Perception and Brand Value
Glass remains one of the materials most closely associated with premium cosmetics and perfumery. Its weight, clarity and refined appearance naturally convey quality, making it a preferred choice for fragrances, serums, facial oils and high-end skincare products.
Glass also offers extensive customisation possibilities through colour, screen printing, lacquering and hot stamping, among other decorative techniques. However, factors such as weight, fragility and logistics should also be taken into account. A glass container can enhance the perceived value of a product, provided it aligns with its intended use and the overall brand strategy.
Plastic: Functionality and Versatility
Plastic materials continue to play a key role in cosmetic packaging thanks to their lightweight properties, durability and versatility across a wide range of formats. They are widely used for personal care, body care, hair care and other high-volume consumer products.
The objective is not simply to use or avoid plastic, but to choose the most appropriate solution for each application. Designing lighter packaging, simplifying component structures and prioritising designs that facilitate recycling can deliver both functional and environmental benefits.
Aluminium and Other Alternatives
Although aluminium is less common in cosmetic packaging, it is an attractive option for brands seeking a more technical, minimalist or contemporary aesthetic. It is frequently used for tubes, deodorants, hair care products and solid cosmetics.
Other alternatives, such as refill solutions, paper-based packaging or hybrid materials, are also available. Their suitability, however, always depends on the formula, the intended user experience and the commercial objectives of the product. The goal should not be to adopt a material simply because it is trending, but because it genuinely meets the project's requirements.
The Role of Airless Packaging
Airless is not a material but a dispensing system specifically designed for sensitive formulations. It helps minimise product exposure to air, improves dispensing accuracy and delivers a more controlled user experience.
It is particularly well suited to serums, facial creams and products containing active ingredients that require enhanced protection. Even so, an airless solution should always be assessed as part of the complete packaging system, taking into account both its material composition and its end-of-life management.
Sustainability Goes Beyond the Material
Sustainable packaging is not about identifying one material as inherently better than another. Its environmental performance depends on the packaging as a whole: the amount of material used, its weight, opportunities for reuse, recycled content, ease of component separation and actual recyclability.
European legislation is also driving the development of lighter, more recyclable packaging solutions designed to reduce waste. This reinforces the importance of considering packaging from the earliest stages of product development, avoiding unnecessarily complex designs that are difficult to manage at the end of their lifecycle.
So, Which Material Should You Choose?
The best material is the one that achieves the right balance between product protection, functionality, design, brand positioning and circularity.
Glass may be the ideal choice for a premium concept. Plastic can provide efficiency and durability for everyday products. Aluminium can strengthen a distinctive brand identity in selected applications. An airless system may be the best solution for particularly sensitive formulations.
Ultimately, the decision should not focus solely on the material itself, but on how the entire packaging solution supports both the product and the brand.
At Rafesa, whether the project involves glass or plastic packaging, we approach every development from a holistic perspective that considers the formula, design, functionality, production requirements and sustainability objectives. Because choosing the right packaging is not simply about containing a product—it is about protecting its value and strengthening
For this reason, choosing between glass, plastic, aluminium or an airless system should never be based on aesthetics alone. Packaging must protect the product, ensure reliable performance throughout production and transportation, facilitate application, and communicate the value of the brand.
The Formula Is Part of the Decision
The first consideration should always be product compatibility. A serum containing sensitive active ingredients, an alcohol-based fragrance, a rich cream and a facial oil all have different preservation requirements.
Some formulations require greater protection against light, oxygen or external contamination. Others benefit from precise dispensing systems or packaging designed to minimise product waste. Before selecting a material, it is therefore essential to evaluate how the formula interacts with the container, the closure and the dispensing system.
Glass: Premium Perception and Brand Value
Glass remains one of the materials most closely associated with premium cosmetics and perfumery. Its weight, clarity and refined appearance naturally convey quality, making it a preferred choice for fragrances, serums, facial oils and high-end skincare products.
Glass also offers extensive customisation possibilities through colour, screen printing, lacquering and hot stamping, among other decorative techniques. However, factors such as weight, fragility and logistics should also be taken into account. A glass container can enhance the perceived value of a product, provided it aligns with its intended use and the overall brand strategy.
Plastic: Functionality and Versatility
Plastic materials continue to play a key role in cosmetic packaging thanks to their lightweight properties, durability and versatility across a wide range of formats. They are widely used for personal care, body care, hair care and other high-volume consumer products.
The objective is not simply to use or avoid plastic, but to choose the most appropriate solution for each application. Designing lighter packaging, simplifying component structures and prioritising designs that facilitate recycling can deliver both functional and environmental benefits.
Aluminium and Other Alternatives
Although aluminium is less common in cosmetic packaging, it is an attractive option for brands seeking a more technical, minimalist or contemporary aesthetic. It is frequently used for tubes, deodorants, hair care products and solid cosmetics.
Other alternatives, such as refill solutions, paper-based packaging or hybrid materials, are also available. Their suitability, however, always depends on the formula, the intended user experience and the commercial objectives of the product. The goal should not be to adopt a material simply because it is trending, but because it genuinely meets the project's requirements.
The Role of Airless Packaging
Airless is not a material but a dispensing system specifically designed for sensitive formulations. It helps minimise product exposure to air, improves dispensing accuracy and delivers a more controlled user experience.
It is particularly well suited to serums, facial creams and products containing active ingredients that require enhanced protection. Even so, an airless solution should always be assessed as part of the complete packaging system, taking into account both its material composition and its end-of-life management.
Sustainability Goes Beyond the Material
Sustainable packaging is not about identifying one material as inherently better than another. Its environmental performance depends on the packaging as a whole: the amount of material used, its weight, opportunities for reuse, recycled content, ease of component separation and actual recyclability.
European legislation is also driving the development of lighter, more recyclable packaging solutions designed to reduce waste. This reinforces the importance of considering packaging from the earliest stages of product development, avoiding unnecessarily complex designs that are difficult to manage at the end of their lifecycle.
So, Which Material Should You Choose?
The best material is the one that achieves the right balance between product protection, functionality, design, brand positioning and circularity.
Glass may be the ideal choice for a premium concept. Plastic can provide efficiency and durability for everyday products. Aluminium can strengthen a distinctive brand identity in selected applications. An airless system may be the best solution for particularly sensitive formulations.
Ultimately, the decision should not focus solely on the material itself, but on how the entire packaging solution supports both the product and the brand.
At Rafesa, whether the project involves glass or plastic packaging, we approach every development from a holistic perspective that considers the formula, design, functionality, production requirements and sustainability objectives. Because choosing the right packaging is not simply about containing a product—it is about protecting its value and strengthening
