# Nostalgia Beauty Hyper-playful packaging designs inject a sense of whimsy into beauty products. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Oct 23, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/nostalgia-beauty ## Key Figures - Trend score: 4.3/10 - Evidence articles: 5 ## What is the Nostalgia Beauty trend? **Nostalgia Beauty:** Speaking to the increased focus around experience when it comes to beauty products, cosmetic goods are getting a toy-like update, mostly by way of packaging. Primarily targeting adult consumers, this child-like approach to packaging beauty products helps consumers tap into a simpler time and adds an appealing element of personality to products in a highly competitive market space. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 21, 2017 to Sep 10, 2018 - Published: Oct 23, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Nostalgia Beauty trend ### Nostalgia Beauty Adult consumers are attracted to playful, toy-like packaging designs for beauty products, generating a sense of nostalgia. ### DIY Beauty Consumers are drawn to self-mixing, at-home skincare products that encourage autonomy and personalization. ### Customized Fragrances Brands are prioritizing customization, offering opportunities to personalize engravings and add playful accessories to perfume bottles. ## What the Nostalgia Beauty trend means for industry ### For Beauty Industry Nostalgic and playful packaging designs can create brand differentiation and generate customer loyalty. ### For Skincare Industry Self-mixing, at-home skincare products encourage autonomy and personalization, meeting the demands of a highly engaged customer base. ### For Fragrance Industry Customization opportunities for perfume bottles highlight and cater to the highly personal nature of scent experiences. ## Workshop question What would a hyper-playful iteration of your offering look like? ## Trend signals for Nostalgia Beauty Trend score 4.3 out of 10, from popularity 62%, activity 60%, freshness 8%. - Popularity: 62% - Activity: 60% - Freshness: 8% ## Examples of the Nostalgia Beauty trend 5 featured examples from Dec 21, 2017 to Sep 10, 2018. - [Playful Self-Mixing Face Masks](https://www.trendhunter.com/trends/shake-shot-collection): Users Must Mix Dr. Jart's Shake & Shot Collection Themselves (Category: Fashion) Implication: The beauty industry can incorporate self-mixing beauty products as part of their portfolio for at-home self-care. - [Prismatic Rainbow Highlighters](https://www.trendhunter.com/trends/rainbow-strobe-highlighter): Too Faced's Rainbow Strobe Highlighter Offers a Multicolored Finish (Category: Fashion) Implication: Beauty companies can explore the development of rainbow highlighters and other multicolored makeup products for the experiential makeup lover. - [Fashionably Customized Fragrances](https://www.trendhunter.com/trends/dress-up-your-bottle): Viktor & Rolf's 'Dress Up Your Bottle' Offers Personalization (Category: Art & Design) Implication: The fragrance industry can leverage the trend of customized fragrances to create unique product offerings that cater to consumers' desire for personalized scents. - [Mexican Juice-Themed Lip Balms](https://www.trendhunter.com/trends/lip-smacker-aguas-frescas): Lip Smacker's Aguas Frescas Lip Balms Have Sweet Flavors & Packages (Category: Fashion) Implication: Disruptive innovation opportunity for lip balm brands to introduce new and exciting flavors inspired by various fruits. - [Panda-Like Eye Patches](https://www.trendhunter.com/trends/brightening-eye-patch): Tonymoly's Brightening Eye Patch is Made with Bamboo Shoot Extract (Category: Fashion) Implication: Opportunity for beauty brands to expand their skincare lines with innovative eye patch products. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)