Trend Report: SLEEPING BEAUTY
Within today’s nonstop world, quiet time and a good night’s rest are the most modern forms of beauty. People used to brag about going out all night and partying; now, it’s savvier to stay in and take it easy. If brands want to connect deeply with tomorrow’s consumers, they start tonight — by providing quality beauty sleep (and an even more beautiful morning).
Nightly Rituals
Nighttime has become a dedicated window for transformative self-care, like a caterpillar entering its cocoon. After the Sleepy Girl Mocktail went viral in 2024, beauty brands are developing more products that help us all rest and recharge:
overnight serums
hydrating masks
Packaging plays a critical role here, with formats that encourage a sense of ritual:
dropper bottles
rollerball applicators
Everyday Luxuries
In this era of overstimulation, consumers are seeking lo-fi authenticity and effortlessness. For the first time ever, Pantone has chosen a shade of brown, Mocha Mousse, as the Color of 2025. It’s a sign of the times — most people crave beige neutrals that represent comfort and connection to nature:
vanilla, brown sugar, cinnamon, chocolate
natural wood, rock, clay, wicker
In lieu of vibrant colors, down-to-earth packaging often highlights subtle textures and details that convey sophistication without shouting for attention:
sustainable components, recyclability
frosted glass, soft-touch finishes
Rise & Shine
The morning routine is an extension of the night with products designed to help people start their day with a fresh, well-rested glow:
illuminating
cooling / de-puffing
Don’t forget about sun protection — VML Intelligence’s The Future 100: 2025 points out that the global suncare product market is projected to grow from $14.9 billion in 2024 to $22.28 billion by 2032. For SPF packaging and formulation, expect less heavy creams and a lot more:
misting sprays
foaming mousses
Wake Up, Beautiful
As Alder Packaging embraces the Sleeping Beauty trend, we are crafting packaging that enhances the consumer’s journey from night to day. Quiet designs and thoughtful gestures offer brands an opportunity to stand out in the noisy, chaotic market.
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