Cosmogen: Demand for airtight and portable packaging grows in personal care

The shift toward airtight, dose-precise, and portable options is shaping personal care packaging innovation, as brands continue to navigate a “tension” between premium packaging aesthetics and recyclability, says Maud Lelièvre, marketing and communication director at Cosmogen. 

Cosmogen, a France-based packaging company, designs luxury personal care packaging for the health, wellness, and beauty sector. 

Lelièvre sits down with Packaging Insights to explore some of the current trends and challenges in the personal care packaging sector. She explains some of the technological advancements changing packaging, like refillable and airtight structures, as well as the importance of gaining expert advice. 

What are Cosmogen’s recent personal care packaging innovations and what challenges do they address?

Lelièvre: At Cosmogen, we are proud of all our patented, application-driven innovations. Among our latest developments, Powder Pack stands out as the first airtight powder packaging designed for rehydratable formulas in a segment projected to grow by 75% by 2033. It addresses two structural barriers: moisture sensitivity and inconsistent dosing, through a push-button single-dose system in a refillable, recyclable PP format.

Which major shifts are you currently observing in beauty packaging?

Lelièvre: The acceleration of waterless and high-performance formulas is redefining technical expectations: airtightness, dosage precision, and portability are now essential. In parallel, monomaterial and refillable models are becoming structural requirements, as reflected in our Eco-line range developed in PP and PE. Brands are expected to combine sustainability, expert application gesture, and premium perception within a single pack.

How is technology reshaping the beauty packaging landscape?

Airtightness, dosage precision, and portability are now essential in personal care packaging, says Lelièvre.Lelièvre: Technology is accelerating innovation cycles in primary packaging. Advanced design tools, material science developments, simulation software, and AI-assisted modeling allow us to prototype, test, and refine packaging and applications with greater agility, while anticipating formula compatibility and industrial constraints.

However, these tools only create value when guided by deep application expertise. Mastery of gesture engineering, materials, and dispensing performance remains essential to orient development choices and transform technological potential into reliable, scalable, and market-ready solutions.

Sustainability claims are under increasing scrutiny. Where do you see the biggest tension?

Lelièvre: The main tension lies between premium aesthetics and true recyclability. Sophisticated finishes and multi-component designs often conflict with monomaterial and dismantlable principles. The challenge is to preserve desirability and performance while meeting increasingly measurable environmental standards.

How can brands future-proof their packaging portfolios?

Lelièvre: Brands should prioritize working with true application experts capable of translating a product’s positioning, formula constraints, and brand DNA into a fully tailored packaging solution.

An expert partner anticipates technical risks, validates industrial feasibility, and ensures that design, materials, and dispensing systems are coherent with both performance objectives and long-term brand equity.

Is there anything else you’d like to mention?

Lelièvre: Packaging decisions increasingly determine formula credibility, sustainability compliance, and market adoption. Our role is to anticipate usage constraints, secure formula integrity, and translate CSR commitments into concrete, industrially viable solutions.