Sephora's bestseller list isn't just a popularity ranking. If you take a closer look, it can give you insight into current and upcoming packaging trends. The products winning at checkout right now share one thing when it comes to packaging: a deliberate format decision doing real strategic work. Here's what's driving five of the top sellers, and what it signals for the industry.
1. EADEM Le Chouchou Peptide Lip Balm
Source: EADEM
While EADEM's Le Chouchou Peptide Lip Balm comes in what looks to be a standard cosmetic tube from the outside, it's the cooling metal tip applicator underneath the cap that makes this packaging stand out. Reviewers repeatedly described the cooling sensation as soothing, refreshing, and luxurious, with several specifically calling out the metal tip as a standout aspect of the experience. Rather than simply dispensing the formula, the applicator helps communicate the product's value proposition every time it is used.
For brands releasing products in the increasingly crowded lip treatment category, this illustrates an important packaging lesson: consumers often evaluate efficacy through sensory cues. Thoughtfully designed applicators can play a meaningful role in shaping those perceptions. The cooling metal tip itself is actually patented by HCT in many global markets, including in the US. This type of applicator plays well with the sensory supercharge trend we're seeing explode this year, creating an immediate feeling of treatment before the formula is even dispensed. In addition to giving the product a more premium feel, this applicator helps bridge the gap between beauty, wellness, and skincare-inspired lip care.
2. Summer Fridays Sweet Summer Minis Lip Butter Balm Trio
Source: Summer Fridays
The Sweet Summer Minis Trio is a trial format, designed to meet consumers who aren't ready for a full-size commitment and convert them when they are. A trio set creates gifting appeal that a single full-size can't match, and three shades in one purchase means three separate chances to find a favorite.
Minis and beauty on the go are major trends in beauty right now, and this set fits right in. Mini cosmetic tubes aren't just about portability though; they're also a conversion strategy. Smaller format, lower barrier to entry, and three times the pull back to a full-size repurchase.
3. Patrick Ta Major Headlines Blush Duo
Source: Patrick Ta
A crème blush and a powder blush, paired in a single compact and designed to be layered together for a long-wear flush. For this bestseller, the formula seriously puts in the work, earning its place with high blendability and pigmentation. While a two-pan makeup compact with integrated mirror is nothing new of course, we love how weighted and premium this compact feels in hand and how it seamlessly contributes to visual cohesion across the Patrick Ta range. No notes.
4. Haus Labs Triclone Skin Tech Foundation
Source: Haus Labs
Haus Labs Triclone Skin Tech Foundation sits at the intersection of skincare and makeup — a foundation built for consumers who think about what they're putting on their skin, not just how it looks. It leads with treatment over coverage, positioning itself less as a competitor to other foundations and more as an alternative to the serums already in a consumer's routine.
Glass bottles with serum pumps are common in the foundation category, but what makes this packaging unique is a combination of the shape of the bottle, the double-walled frosted glass finish, and ridged metallic closure. The semi-transparent frosting on the bottle allows the consumer to see the formula color, which is standard in this category, while the double wall gives a sort of halo effect that pairs well with the brand's minimalist aesthetic. The packaging helps elevate every skin-tech claim on the label and makes the price point feel earned.
5. LYS Beauty No Limits Cream Bronzer Stick
Source: LYS Beauty
LYS Beauty No Limits Cream Bronzer Stick is a cream bronzer and contour product designed for consumers who want a seamless, no-fuss application. It's built for everyday use — the kind of product that fits into a routine without requiring extra tools, extra steps, or extra thought.
This is where twist up stick packaging does its best work. We expect stick formats to continue to grow their penetration across categories through 2026. Sticks make product application feel intuitive in a way that collapses the skill gap that liquid or cream formulas usually carry. Consumers have really embraced the stick format for on the go beauty as well, with this bestselling LYS cream bronzer proving that sticks are here to stay.
What This Means for Brands
Each of these bestselling products makes a deliberate strategic statement — about value, trial, expertise, credibility, or accessibility. The packaging isn't just protecting the product; it's communicating the brand's positioning before a single use.
That's no coincidence. Packaging is product strategy made visible, and in increasingly crowded beauty categories, that visibility is often what separates a bestseller from a product that gets overlooked.
Sourcing packaging for your next launch? Reach out to our team at [email protected] or schedule a call and we'll point you in the right direction.
