With an average annual growth rate of 7.5% until 2035, according to Future Market Insights Inc., the industry views packaging as a strategic component: more than just containing the product, it influences preservation, user experience, and visual impact at point of sale. In this context, glass has been gaining prominence, especially in premium lines, where aesthetics are combined with the protection of sophisticated formulas.
Driven by the self-care movement, which has gained momentum in recent years, the skincare segment is one of the main growth drivers. According to a study by Research and Markets, the global skincare market is expected to exceed USD 200 billion by 2026, with an average annual growth rate above 5%. The rise in health and wellness awareness, combined with greater access to information and the popularization of more elaborate routines, has turned beauty into a true ritual. Products made with natural, bioactive ingredients and free from synthetic preservatives now require packaging that ensures stability and effectiveness from first to last use.
“With increasingly demanding consumers who are attentive to cosmetic formulations, the choice of packaging has become a determining factor in purchasing decisions. Beyond aesthetics, it must preserve the active ingredients,” says Caroline Mass – Marketing Manager. In this scenario, glass stands out as the ideal material. Its chemical stability is a key feature, making it a versatile and safe option for various applications.
A similar movement is taking place in the haircare segment. The demand for performance and distinctive fragrances—such as in hair perfumes and hair oils—is driving the use of packaging that conveys sophistication and ensures the preservation of active ingredients. In Brazil, this market is expected to generate USD 7.7 billion by 2028, according to Mordor Intelligence. The trend is also visible on social media: the hashtag #HairPerfume has already surpassed 643 million views on TikTok, according to WGSN, demonstrating the strength of the category among young, connected consumers.
In makeup, growth is linked to the demand for multifunctional, long-lasting products with visual appeal. Foundations, primers, and high-pigmentation highlighters require bottles that ensure stability, ease of application, and a premium experience. Glass not only meets these technical requirements but also adds value and distinction to brands at the point of sale.
To keep up with these transformations, Wheaton – the national leader and one of the world’s largest facilities specializing in glass packaging for cosmetics – develops solutions that combine functionality, innovation, and sensory appeal. Among its 2025 highlights, the company is also investing in collections such as the Surpresa Line, crafted to enhance authentic beauty and self-care rituals, offering versatile bottles focused on experience and convenience:
- SB-1773-S (30ml) and MB-1610-S (50ml): ideal for skincare, haircare, and perfumery, featuring screw finishes that facilitate refilling and recycling;
- MB-1580-N1N (100ml): with a square base and rounded corners, this bottle combines ergonomic comfort with timeless aesthetics, making it a natural fit for daily use.
“More and more, packaging is being designed as part of the consumer journey. It must communicate the brand’s values and provide functionality, without compromising beauty and sustainability,” concludes Caroline Mass – Marketing Manager. With robust production capacity, in-house design, and a strong focus on innovation, Wheaton delivers glass solutions that follow market evolution and meet the expectations of a more conscious and discerning consumer.