The next Trend: Functional Packaging

The next trend in beauty and skincare is functional packaging. It’s going to get harder and harder to innovate on one of a kind products and formulas. So the smartest brands are finding differentiation in how the product is used with packaging. @REFY is doing it with their skin tint. @DIBSBEAUTY is doing it with their mascara. @reale actives is doing it with their moisturizer. @Rare Beauty is doing it with their foundation. Functional packaging feels like the next real unlock in beauty: easier (it's going to be harder and harder brands to come out of a kind products and formulas. So it's going to force brands to innovate on functional packaging because it's cheaper and honestly easier. In my opinion, the 2 brands leading this charge are Refi and Dibs Beauty. So Refy just came out with this skin tint. As we all know, there is a ton of skin tints, did Refy come out with new packaging, but it's honestly better. It's so much easier to use a makeup brush with how Refy designed their skin tint. It's the same strategy they took with their primer. They put it in the packaging that's easier to apply. Dibs Beauty's also another great example. As we all know, there's a ton of mascaras out there, so they came to market with a mascara that also has a primer. New brands are also following the strategy. As we all know, there's so many moisturizers out there. So Reale Actives came to market with different and more functional packaging. Rare Beauty also does this too for accessibility. This is the new strategy that big and small brands will do because it's cheaper than creating a new formula. And hopefully us customers will only benefit from more functional products. What do you think of this trend?