The cosmetics and beauty industry has long echoed back society’s ideas of identity, desirability, and self-worth. For decades, it separated beauty into two sharply divided shelves: one pink and floral, the other dark and angular. These shelves were more than displays—they were unspoken instructions about who could use what, and how they should feel while using it.
But that world is changing. Walk into a beauty store today, and you might witness a young shopper—a teenager named Arya, perhaps—reaching for a serum without even thinking twice about whether it’s “for men” or “for women.” They’re looking for hydration, confidence, authenticity. And the packaging? That’s the invitation. The transformation of beauty packaging into a space of freedom and affirmation is not just a design evolution—it’s a social movement.
According to a 2024 McKinsey & Company report on the evolving beauty landscape, over 62% of consumers globally now prefer beauty products that do not conform to gender stereotypes. This behavioral shift is transforming not just product formulations but the entire packaging ecosystem. The market for gender-neutral cosmetics packaging is projected to grow at a compound annual growth rate (CAGR) of 8.4% through 2025, as noted by a 2024 Euromonitor International study. The growth is fueled by a rising demand for packaging that emphasizes inclusivity, sustainability, and universal appeal.
These data points reflect a broader industry trend: brands are now leveraging packaging design as a strategic tool for customer connection, social responsibility, and market expansion.
Reports from Mintel and Euromonitor International suggest that packaging that avoids gendered cues increases cross-demographic appeal and performs better in A/B testing—particularly among Gen Z buyers. Brands are also noticing increased dwell time and social media engagement when cosmetics packaging reflects inclusivity in its structure, typography, and messaging.
Retailers are following suit. Sephora, for instance, reorganized its online platform to allow filters based on skin concern and benefit rather than gender. Similarly, new-age brands like TooD and Fluide are building packaging strategies around universal usage, refillable modules, and emotionally resonant labels.
In such a rapidly evolving industry, the cosmetics packaging conversation has shifted from ‘what looks pretty’ to ‘what feels authentic and works universally.’ It’s a matter of connection, not just commerce.
This article explores how the cosmbeauty packaging world is embracing inclusivity through gender neutral packaging, why this shift matters, and how brands can stay ahead of the curve by making purposeful choices.
What is Cosmetics Gender Neutral Packaging?
Gender-neutral cosmetic packaging refers to designs that consciously avoid stereotypical gender markers—such as soft florals for women or dark, blocky aesthetics for men. Instead, this packaging takes a universally appealing route that includes everyone, regardless of gender identity.
Traditional vs. Inclusive Beauty Packaging
Feminine beauty packaging has long been associated with delicate pastels, curved forms, and calligraphic fonts, while masculine packaging relied on bold, dark shades and angular typography. However, these visual codes are giving way to:
- Minimalist, streamlined shapes that emphasize utility over embellishment.
- Neutral tones such as ivory, taupe, olive, and matte black.
- Function-focused language like “hydrating serum” or “brightening moisturizer,” without gendered descriptors.
- Clear, accessible fonts that prioritize legibility over style.
Gender-neutral doesn’t mean generic. In fact, these designs are often bold in their simplicity, resonating deeply with audiences who crave authenticity.
Emotional and Functional Relevance
This kind of inclusive cosmetic packaging also emphasizes tactile-friendly design and emotional resonance:
- Ergonomic features (easy-open lids, grip-friendly bottles)
- Refillable packaging systems that support sustainability
- Label clarity for accessibility, including larger font sizes and QR codes linking to custom digital content
Inclusive cosmetic packaging creates a more welcoming experience for individuals who prefer not to be categorized by traditional gender norms. By removing overt gender cues, brands give all consumers the freedom to focus on the product’s function and performance, rather than who it is supposedly made for. This not only broadens appeal but also builds trust with a more diverse customer base.
Why the Shift in Cosmetics Packaging Matters: Cultural, Commercial, and Social Drivers
Gen Z and Millennials Are Driving Demand
Today’s most influential consumers want brands that align with their social values. Over 50% of Gen Z prefers brands that showcase inclusivity in their branding—not only through campaigns but also through cosmetics gender neutral packaging.
- Beauty is now about self-expression, not categorization.
- Social media visibility has made packaging design part of personal identity.
This demographic doesn’t just look for a product; they look for a story. And that story often begins with the box it comes in.
Shifting Retail Norms: From Aisles to Algorithms
The beauty aisle isn’t the same anymore. Online shopping has allowed consumers to filter by skin type, texture, and concern—not by gender. This reshaping has encouraged in-store brands to rethink layouts and move toward lifestyle- or results-based merchandising.
- A gender-neutral serum stands a better chance of being noticed and bought by a broader audience.
- Influencer-led brands are increasingly emphasizing identity-free messaging to maximize reach.
Efficiency in Operations and Sustainability
Designing separate packaging for different genders doubles manufacturing complexity, increases waste, and complicates marketing.
- One design, multiple markets: Gender-neutral cosmetic packaging can work globally without cultural missteps.
- Fewer SKUs = reduced carbon footprint, simplified inventory, and better analytics.
Easier to track what resonates across gender boundaries.
Design Principles of Gender Neutral Beauty Packaging
To create packaging that resonates across gender identities while remaining functional and market-ready, brand owners and manufacturers must evaluate their cosmetics packaging through the following essential lenses:
1. Practicality Over Symbolism
Gender-neutral packaging must first and foremost serve function over form. The packaging should support product efficacy (UV resistance, airtightness, dosage control), storage safety (stackability, heat resistance), and user comfort (ergonomic design). Practicality ensures packaging remains effective in use regardless of who is using it.
Key Tip: Prioritize shape and closure mechanisms that are universally comfortable to hold and open, especially for skincare and personal care routines.
2. Scalable Aesthetic Design
Creating packaging that looks great on a shelf and fits into various retail environments—whether boutique, mass, or online—is vital.
- Neutral tones work across product lines
- Straight-sided jars or dropper bottles reduce visual gender bias
- Minimalist design is easier to scale for future product lines
Key Tip: Use a base template (structure, typography, palette) that allows easy expansion to other categories or territories without reinventing visual language.
3. Sustainable and Regulatory Ready
A rise in consumer awareness has made sustainable packaging a non-negotiable for many buyers. Brands should aim for materials that are recyclable, refillable, or biodegradable—and validate their claims with certifications.
- Glass (especially amber or frosted) scores high on perceived quality and recyclability
- Mono-material systems and refillable formats lower carbon footprints
- Complying with EU, FDA, or Indian BIS regulations will future-proof your investment
Key Tip: Use modular, standardized components to simplify production and facilitate both local and international regulatory compliance.
4. Supply Chain Simplicity
From inventory control to e-commerce packaging standards, packaging should be logistics-friendly. Gender-neutral designs enable brands to streamline SKUs, reducing warehousing complexity and inventory cost.
- Simplified labeling for global shipping
- Reusable molds and decoration options reduce per-unit costs
Key Tip: Implement one versatile design for both men’s and women’s ranges (if applicable), and differentiate only at the secondary packaging or messaging level.
5. Customization With Purpose
While minimalism is key, cosmetic brands must also infuse emotion into packaging. Allow space for tactile finishes, brand storytelling, or even digital QR integrations that unlock deeper connections.
- Use brand voice in a gender neutral packaging tone
- Add sensory elements such as soft-touch coatings or matte embossing
- Use QR codes for tutorials or customization features
Key Tip: Collaborate with a packaging supplier who offers decoration, labeling, and structure customizations to stay agile as your brand grows.
6. Inclusive Usability
Accessibility is now a priority. Include:
- Easy-to-open closures (clicks over twists)
- Labels in readable fonts
- Raised patterns or tactile indicators for vision-impaired users
Key Tip: Test your packaging prototypes with a diverse panel to identify usability gaps before commercial production.
In recent years, a growing number of brands have taken deliberate steps to make their packaging more gender neutral packaging.These actions are not arbitrary; they are supported by consumer behavior data and product testing insights that reinforce the importance of accessibility, functionality, and emotional resonance in design.
For example, a 2024 NielsenIQ study found that 71% of consumers are more likely to engage with brands that prioritize inclusive design, especially in health and beauty sectors. Similarly, a joint report by WGSN and Fashion Snoops highlights how accessible packaging correlates with increased customer loyalty and brand favorability among Gen Z and Gen Alpha.
Another is Humanrace, Pharrell Williams’ skincare line. Humanrace integrates tactile markers like raised notches to support individuals with visual impairments. But its commitment doesn’t end at usability—its messaging is also inclusive, focusing on wellness and identity-agnostic self-care.
Tilt, launched in 2024 by Aerin Glazer, took things a step further by designing makeup specifically for individuals who live with chronic pain. The ergonomic shapes and simplified applicators earned Tilt an Inclusive Design Award in early 2025 for “user-first innovation in beauty.”
KNC Beauty, created by Kristen Noel Crawley, leans into vibrant packaging that celebrates joy and individuality—a direct response to Gen Alpha’s growing appetite for authenticity and bold visual identity. Alongside its ethical stance on clean ingredients, its aesthetic reinforces that packaging can be joyful, ethical, and inclusive.
These examples reveal a core truth: inclusive cosmetics packaging isn’t a fleeting design trend. It’s becoming a benchmark for how brands express care, functionality, and emotional connection through their products.
Ajanta Bottle’s Commitment to Inclusive Beauty Packaging Solutions
Ajanta Bottle plays a practical and strategic role in the packaging transformation toward inclusivity. With more then 53 years in the packaging industry, Ajanta offers brands not just a catalog of cosmetics packaging but a consultation-led approach to packaging development, especially for emerging identity-neutral and functional skincare lines.
Ajanta’s beauty packaging portfolio is engineered to meet the dual demands of visual neutrality and high performance. It includes amber and frosted glass jars optimized for UV protection, dropper bottles for precision applications, and sleek, modular packaging for colour cosmetics such as mascara, lip gloss, and compacts. These designs are adaptable to custom finishes and labeling techniques, offering flexibility for brands creating unisex or gender-neutral product lines.
Ajanta Bottle also provides brands with technical support such as compatibility testing for new formulations, support for refillable packaging systems, and scalable production capabilities for both niche and mass-market demands. By combining aesthetic minimalism with functional durability, Ajanta helps brands meet both consumer expectations and operational efficiency benchmarks in today’s global marketplace.
Ajanta Bottle continues to empower brands to tell their stories with authenticity and style. Their offerings span:
- Skincare containers: Frosted, amber, and clear glass jars
- Colour cosmetics packaging: Mascara tubes, compacts, lip gloss bottles
- Refillable formats with modular designs
- Fully customizable coatings, tints, labeling, and tactile finishes
Ajanta also supports:
- Small-batch prototyping for emerging brands
- Full-scale manufacturing for established companies
- Eco-certification guidance and supply chain consultation
By combining engineering, aesthetics, and empathy, Ajanta Bottle becomes more than a packaging supplier—it becomes a design partner.
Future Outlook: Inclusive Packaging as the Norm
The path forward is paved with:
- Tech-integrated beauty packaging (QR code storytelling, AR content overlays)
- User-personalized beauty designs that combine physical simplicity with digital depth
- Refillable ecosystems that prioritize sustainability and reduce waste
- Cross-category adaptability: Packaging that feels right for skincare, makeup, fragrance, or wellness
Governments may soon regulate against stereotypical branding. Brands that get ahead of these shifts will be recognized as innovators.
Consumers will reward not just product quality, but value alignment. That’s where cosmetic packaging becomes a brand’s superpower.
Conclusion: Designing with Purpose
Gender-neutral cosmetics and beauty packaging is not a passing trend—it’s a powerful lens through which we reimagine beauty itself. When design invites everyone in, it ceases to exclude. It speaks louder, reaches further, and means more.
Ajanta Bottle is proud to stand with brands that dare to redefine the conversation. Through packaging that embodies dignity, clarity, and purpose, we help brands not only reflect progress—but shape it.
Contact our packaging advisors today to learn more about our products and services, and to address any question/query.
Connect with us:
Email at sales@ajantabottle.com
Phone/Whatsapp: +91 9891098918
You can also shop from more than 500+ packaging solutions on www.ajantabottle.com – India’s first ever comprehensive packaging e-commerce portal.
For additional information, browse through our blog at https://www.ajantabottle.com/blog/ or subscribe to our latest updates through our social media channels,
*YouTube channel: https://www.youtube.com/c/Ajantabottle
*LinkedIn Page: https://www.linkedin.com/company/ajantabottle
*Facebook Page: https://www.facebook.com/glassbottleindia
*Instagram Page: https://www.instagram.com/ajantabottle/
*Google Business Profile Manager: https://g.page/r/CXTH9MKpe2DuEBM/review
Read Also:
- Beyond the Bottle: 7 Ways to Add Flair to Glass Bottle Decoration: https://www.ajantabottle.com/blog/7-glass-bottle-decoration-ideas/
-
Boasting Brand Visibility: Power of Custom Glass Bottle Printing: https://www.ajantabottle.com/blog/power-of-custom-glass-bottle-printing/
