Spotted: The most innovative packaging formats in India’s beauty industry

Using Mintel Global New Products Database, Triveni Kulkarni, senior beauty and personal care analyst, Mintel, highlights five recent beauty launches in India that retail in innovative packaging

29 Jul 2021 | By WhatPackaging? Team

(Anti-clockwise) Nykaa Sleeping Mask, Swiss Beauty Winemask, Wow Skin Science Facewash, Tonymoly Tako Pore Nose Pack, Nivea Oil Shower Gel

Wow Skin Science Apple Cider Vinegar Facewash
This product is described as a face wash that has been formulated with 97.4% naturally derived ingredients that dissolve and wash away dead skin cells, dirt or pollutants from the skin©s surface. It opens up pores when massaged on damp skin. It comes in a newly designed refillable, reusable 100ml PET bottle. It comes with a built-in face brush and a foaming dispenser and is said to give the face a deep cleanse, a novel packaging innovation in the facewash category.

Swiss Beauty Brightening and Nourishing Winemask
This product is described as a moist and hydrating wash-off facial mask that claims to improve the skin texture and work on rough patches for soft and supple skin. The mild, non-irritating and deeply nourishing product contains water-glycerin for balance; rice extract for skin brightening; and oat extract. The product retails in an 80gm multi-laminate flexible sachet pack suitable for limited washes allowing easy trials given the novelty in its ingredients.

Tonymoly Tako Pore One Shot Nose Pack
Tonymoly Tako Pore One Shot Nose Pack is described as a strong nose pack that removes blackheads from the middle of the forehead as well as the wider nose area. The product retails in a flexible sachet format and comes in a unique octopus-shaped pack that is instantly eye-catchy.

Nykaa Skin Secrets Sleeping Mask
Nykaa Skin Secrets Sleeping Masks is said to have active ingredients to target specific skin concerns and provide an intensive and holistic skincare routine for the night. It comes in four variants - Retinol and Hyaluronic Acid, Tea Tree and Aloe Vera, Sea Water and Snail Essence, and Rice Water and Vitamin C. The product retails in a thermoformed 10 ml tray pack that is perfect for one-time use.

Nivea Naturally Good Lilly of the Valley & Oil Shower Gel
Nivea Naturally Good Lily of The Valley and Oil Shower Gel is said to offer gentle cleansing and lasting skin comfort. This vegan product contains 98% ingredients of natural origin with 2% essential ingredients in a 99% biodegradable formula that are not derived from animals or animal- derived ingredients. The product comes in a 300ml recyclable bottle made of 97% recycled PET plastic and is probably one of the first movers amongst the affordable brand category to do so.

Mintel Global New Products Database (GNPD) is committed to delivering the highest quality, detailed data on new products in the food, drink, beauty, health, and personal care industries, among others. Mintel GNPD combines local and global expertise in 86 countries and can track packaging-specific characteristics from products around the world to drive a company’s innovation process. The products featured in this article were selected by Triveni Kulkarni, Senior Beauty and Personal Care Analyst, Mintel. For more details, visit