5 Ways to Use the Latest Halloween Beauty Trends in Your Packaging

When it comes to Halloween, celebs on social media tend to set the trends. Once influencers like Kylie Jenner, Khloe Kardashian and Megan Thee Stallion share their dramatic seasonal looks, crowds flock to drug stores and beauty retailers to purchase the right makeup in order to try the same effects and designs.

The internet is filled with pictures of these celebs with accompanying makeup tutorials, no doubt catering to the Gen-Z crowd influenced by the influencers. Gen Z led Halloween spending in 2023 with at least 70 percent forking over funds for costumes. 

Fueled by social-media-loving Gen Z-ers, it’s no surprise Halloween sales are soaring. In the United States alone, Halloween spending surpassed $10 billion in 2023, covering everything from candy to costumes and decorations. Similarly in the UK, Halloween spending reached a staggering £1 billion in 2023. New research from Asda revealed that one in five Brits admit they prefer Halloween to Christmas, and 30 percent are advocating for it to become an official bank holiday.  

Meanwhile, in Japan the Halloween market surpassed ¥135 billion in 2016, driven by themed events at amusement parks and shopping centers. Down under, Australians are expected to spend AUD 430 million on Halloween festivities in 2024, reflecting the holiday’s growing popularity.

Beauty brands looking to capitalize on the continued rise of Halloween enthusiasm can create trend-inspired packaging that resonates with consumers. From nostalgic nods to twisted fairytales, here are five ways your packaging can do that, doling out more treats than tricks for your customers.

1. Go Gothic romance

Inspired by the Oscar-winning movie Poor Things, the dark fairy tale is trending. The film’s playful and historical aesthetic combined with hyperfeminine ruffles, lace and prairie dresses, set the perfect stage for a twisted fairy tale theme (very Frankenstein-esque). According to Pinterest’s 2024 Halloween Trend Report, searches for “romantic gothic makeup” have surged by 710 percent, highlighting a growing fascination with this trend.

To pull off this theme, think of putting a sinister twist on a classic fairytale or period drama—Cinderella with a haunted pumpkin carriage or a Steampunk version of Bridgerton. Profusion Cosmetics’ Gothic Beauty Bundle Set brought the trend to life by featuring highlighters and bold lashes in packaging that complements the dark and whimsical aesthetic.

For your packaging
Feature intricate, gothic illustrations and dark, moody color palettes. Embossed details and metallic accents can add a touch of magic and mystery, making the product stand out on the shelf. Incorporating elements like historical ruffles and lace in the design evoke the hyperfeminine charm of the twisted fairy tale theme.

Make it “extra”
Nothing says “fairy tale” like a castle tower, an effect easily pulled off with a folding carton design. This one has simple construction with a dome shaped top and a bottom with a standard tuck-in flap for minimal adhesive. To make it more eye-catching, you can add some metallic print to the graphics with FoilKote®, our in-line cold foil capability.

2. Revive the retro

The recent revival of Tim Burton’s “Beetlejuice” thanks to the release of the sequel (“Beetlejuice, Beetlejuice”) is a perfect example of how to revive retro horror themes. To capture the gothic quirk of the film, Sally Hansen and NYX Professional Makeup launched limited-edition collections.

Sally Hansen’s Miracle Gel™ Beetlejuice Collection features eight nail polishes in shades inspired by the movie’s art direction. Meanwhile, NYX Professional Makeup is offering a range of products such as Beetlejuice Afterlife Passport Cheek Palette, Color for the Recently Deceased Eyeshadow and Sandworm Swirls Better Glosses. The collections offer the film’s fans, young and old, a way to give themselves a Beetlejuice makeover.

For your packaging
Think of designs that incorporate retro elements like vintage fonts, classic Halloween imagery, nostalgic colors and playful illustrations. Adding textures that mimic old-school materials, such as matte finishes or distressed effects, can further enhance vintage looks.

Make it “extra”
People like collecting nostalgic items. Create a collectible or a family of collectibles with custom-shaped cartons. A holographic finish with Holokote® can create an eerie effect.

3. Jump on the American Western wagon

Western wear made a comeback thanks to runway fashions and Western looks in the Barbie movie, and then the release of Beyonce’s cross-over Country album made the trend explode. According to Pinterest’s 2024 Halloween Trend Report, searches for “cowboy core” have surged, reflecting a growing fascination with American Western-inspired fashion.

The trend galloped into the spotlight with a blend of Ranch-core, Wild West mania and equestrian love. Features include cowboy boots, Stetson hats, fringe details and plenty of gold and rhinestones, merging both rustic and modern styles. 

Isamaya Beauty captured the trend with bold, avant-garde makeup and products with horse-themed packaging. Meanwhile, Death Valley’s beauty products, known for their earthy tones and natural ingredients, captured the rugged yet chic vibe of Rodeo Drive with its nail polishes. 

For your packaging
Incorporate sophisticated rustic designs with a dark edge. Matte black finishes, gold foil accents and elegant typography can convey a high-end aesthetic perfect for premium products. Consider using luxurious materials and finishes, such as velvet textures or metallic foils, to add a touch of Country glamour.

Make it “extra”
Consider creating a carton with a cactus cut-out that adds depth. The cactus symbol is designed with apertures that create a 3D or multicolour effect, and the cut-out reveals a contrasting color inside the box, adding an element of surprise sure to make it stand out on the shelf. Add GritKote™ for a sandy effect to better capture the Western vibe.

4. Play on kooky cartoons

“Kidult” kitsch has emerged out of the retro trend, becoming a trend in and of itself. It’s characterized by the increasing number of adults spending money on toys and cartoon couture, conjuring up sweet childhood memories of better days. At least 60% of adults in the U.S. and the U.K. cite nostalgia as the reason behind purchasing products typically made for kids.

For Halloween, the kidult trend embraces playful nail art, manga-inspired fashion and beloved cartoon characters. Think characters from classics like Care Bears and Hello Kitty, spooky classics like Corpse Bride, Scooby Doo and Coraline, or twisted versions of kidult favs, like Disney princesses (and villains).

Sheglam offers Care Bears character-themed makeup, Colourpop carries makeup lines inspired by Disney and Star Wars characters, and Profusion Cosmetics appealed to young and not-so young with a Teenaged Mutant Ninja Turtles eyeshadow palette and glitter jellies. Also, nothing says Halloween like Tim Burton ’s Corpse Bride, which inspired an enchanted line from Beauty Creations.

For your packaging
Use bright, cheerful colors and fun, quirky illustrations to capture the playful spirit of the trend. Interactive elements like pop-up designs or augmented reality experiences using QR codes add an extra layer of engagement for both kids and adults. Incorporating playful textures and materials, such as glitter or holographic finishes, help add a bit of whimsy.

Make it “extra”
Think “keepsake” and function. This rigid box opens so that it can function as a miniature doll’s wardrobe. The packaging solution not only provides a fun and functional way to store beauty products but can serve as a charming keepsake that keeps your brand top of mind. Add a VelveKote® effect for a soft and luxurious feel.

5. Conjure high-class witch

Brooms and warts are out. Subtle celestial and minimal mystic are in.

In 2020, interest in the magical and mystical began to rise. Some say interest may have increased in a move to escape from the heavy themes of the pandemic. No matter how it started, the trend has continued in 2024 with looks inspired by the celestial, mythical and witchy.

Today's trend trades the traditional, literal witch for a more modern and minimal aesthetic that's more like a dark and sophisticated sorceress or a glowing, ethereal enchantress. Characters like Maleficent and Glinda capture the look perfectly.

Creata Beauty captured this trend with its celestial-inspired and sparkly nail colors, and Bella Hadid capitalized on it with “aura-enhancing” skin parfums. Lights Lacquer captured both sides of the trend with its Book of Hexes collection.

For your packaging
Combine minimalist designs with subtle, mystical elements to capture the modern witchy aesthetic, and add shimmering finishes or holographic details to enhance the mystical appeal. Use colors like deep purples, midnight blues, and shimmering silvers. Think about incorporating mystical symbols and celestial or mythical imagery.

Make it “extra”
Check out this sleek, elegant carton with cut-outs that simulate a spider web. The cut-outs create a 3D effect to add depth and TextureKote® adds texture and dimension to the lace pattern.

By embracing these Halloween trends, you can create packaging that not only captures the spirit of the season but also resonates with your audience. Whether you’re aiming for nostalgia, high-end glamour or fun, our team can create the right solution for your brand.