Packaging plays an essential role in the cosmetics market, and is regarded as the ‘secret salesman’. Apart from keeping a product well protected, cosmetic packaging must follow current trends to attract beauty consumers. Moreover, it has to focus on building a unique brand identity, and thus focus more on building an image. The global cosmetics packaging market will exhibit steady growth in the next decade, we predict. The major driving factors of the cosmetics packaging industry include the growing beauty conscious population in the emerging economies where people are constantly seeing increases in disposable incomes. Ageing population is calling for increasing demand for anti-ageing cosmetic products, as well as more user-friendly cosmetics packaging. Men are more conscious about their looks, driving the male grooming cosmetics market. Furthermore, increasingly busy lifestyles are requiring more convenient packaging for cosmetics, making packaging an increasing value-add to cosmetic products.