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From Scrolling to Buying. How Is Social Commerce Changing Beauty Sales and Packaging Design?
Just a few years ago, social media in the beauty industry primarily served as a source of inspiration. Consumers would watch a tutorial, save the name of a product, and then look for it in a drugstore or online shop. Today, this journey increasingly takes place within a single environment: users see a cosmetic product in a video, watch how it performs, read comments, and can proceed directly to purchase without leaving the platform. This is the essence of social commerce – a model in which content, recommendations, social proof and transactions become part of one seamless experience.
The scale of this shift is already visible in sales data. According to a 2026 McKinsey report, social commerce is the fastest-growing sales channel for beauty products. In the US market, beauty sales through TikTok have grown at a rate of around 260% annually since 2023 and may reach USD 4 billion in 2026. The largest share of US beauty sales on the platform, around 66%, is generated by pre-recorded shoppable videos, while a further 22% comes from live shopping streams.
This is not exclusively a US phenomenon. NIQ reports that in 2025, online beauty sales globally grew nine times faster than in-store sales. TikTok Shop was already operating in 14 countries and was also expanding beyond the youngest consumer groups – in the UK, a significant share of sales value was generated by Millennials and Generation X consumers.
However, this does not mean that every popular video automatically translates into sales. The beauty market is currently at an interesting point: on the one hand, social platforms are shortening the path from interest to purchase, while on the other, consumers are becoming increasingly sceptical of product claims and are looking more closely at whether a product truly justifies its price. In McKinsey’s 2025 research, product quality was the most important factor influencing beauty purchases, although the importance of individual criteria varied by category. The recognisability of the person behind the brand was far less important – publicly known founders ranked among the least significant purchase factors.
Before social commerce can sell a product, it has to build trust
The way social media influences purchasing decisions is well illustrated by a study by Ngo and co-authors published in 2025 in Acta Psychologica. The authors analysed responses from 342 consumers in Vietnam who used social media and had previous experience purchasing organic cosmetics. The study examined six elements of social media marketing activities: informativeness, interactivity, personalisation, trendiness, entertainment and electronic word of mouth, meaning opinions and recommendations published by users.
The findings showed that simply being present on social media is not enough. What matters is whether the content helps consumers better understand the product, enables interaction with the brand, responds to their needs and presents the experiences of other users. This type of communication primarily increased trust in the brand and strengthened the perception that the cosmetic product was of high quality. To a lesser but still noticeable extent, it also helped reinforce the belief that the product was worth its price and offered genuine value to the consumer.
This is an important conclusion for beauty brands. Social media should not be treated solely as a place for publishing attractive images and short promotional content. Its fundamental role in the sales process is to reduce uncertainty. Consumers cannot touch the product, check its consistency or test the packaging themselves. They therefore have to form their judgement based on content, demonstrations, brand responses, comments from other users and the consistency of the information being communicated.
The study also shows that simply believing a product to be high quality is not enough to persuade consumers to buy it. What mattered more was whether the consumer trusted the brand, believed the product was worth its price and evaluated the overall experience positively. This means that brands should not limit their communication to claims about quality. They must also justify the product’s value, build credibility and ensure a positive customer experience, because it is the combination of these factors that ultimately increases purchase intention.
In social commerce, effective communication is therefore not about repeatedly claiming that a cosmetic product is “premium”, “natural” or “innovative”. Brands need to demonstrate what that quality is based on: how the product is applied, what its texture looks like, how much product the packaging dispenses, what ingredients it contains, how it should be used and what experiences people who have actually tested it have had.
The authors of the study emphasise the importance of transparent information, behind-the-scenes content showing how the product is made, credible customer reviews, efficient communication and quick responses to questions and concerns.
The findings should, of course, be interpreted with the study’s limitations in mind. The research focused on organic cosmetics and was conducted in Vietnam. It cannot therefore be automatically assumed that exactly the same relationships will occur in every European market or across every beauty category. The underlying mechanism, however, remains clear: social media activities can increase purchase intention by strengthening trust and improving consumers’ perceptions of product quality and value.
In social commerce, packaging becomes part of the content
In social commerce, packaging is no longer something consumers see only on a physical shelf or after receiving their order. It appears much earlier – in videos, live streams, tutorials, unboxings and reviews. It is often the packaging that first attracts attention, helps consumers recognise the product and influences how they perceive its quality, functionality and overall appeal. In practice, packaging therefore becomes not only a means of protecting the product, but also an important part of brand communication on social media.
In a traditional store, packaging has only a few seconds to capture the consumer’s attention. On social media, it must also perform well in close-ups, in motion, within the vertical format of a smartphone screen and during real-life use. The dispensing mechanism, the way the packaging opens or its leak resistance can become equally important elements of the content.
This is not merely a matter of aesthetics. Since research shows that social media strongly influences trust and perceived quality, every product demonstration should provide evidence that supports the brand promise. A smoothly operating closure, an appropriately measured dose and hygienic application can reinforce the message. The same elements, if they fail during filming or later use, can quickly become the subject of negative comments and user-generated content.
McKinsey data also confirms the importance of showing the product “in action”. Among consumers watching beauty live shopping streams, 60% said they used them to discover new brands and products, 53% were looking for offers and promotions, while 49% wanted to see how the product worked and learn about other people’s reviews. Around one in five viewers of such streams reported making a purchase during every or almost every session.
Packaging designed for a brand active in social commerce should therefore be evaluated not only in a 2D visualisation or on a physical shelf, but also in the dynamic environment of a smartphone screen. It is worth testing it under conditions typical of social media: in vertical format, under both studio and home lighting, during unboxing, in close-ups of the closure and while the product is being applied.
Are you ready for this trend?
Social commerce is undoubtedly changing the way beauty products are sold. It shortens the path to purchase, enables brands to respond to trends almost instantly and allows even smaller companies to reach large audiences.
In social commerce, every product detail is quickly put to the test. Packaging should therefore not only attract attention, but also perform flawlessly and confirm the quality promised by the brand in its communication.
That is why it is worth having a partner who understands the specific requirements of the industry and can propose solutions aligned with the objectives of your project. At Polpak Packaging, we support brands in the area of packaging and closures, combining experience with practical market knowledge.
Contact us and let’s discuss the possibilities for your product.
biuro@polpak.pl
+48 22 752 34 23
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All business branches and almost all people are in one way or another affected by the outbreak of the pandemic. Market analysts, psychologists and other experts prepare studies or speculations as to what and how has changed, how bad it is and how worse it is going to get.
Although at first glance the above motto may be a little baffling and one could wonder: 'What does that have to do with the price of tea in China?', there exists a deep connection between production and recycling.
Reduction of waste has long been a hot topic, discussed not only by the environmental organizations, but also politicians all over the world. The issue covers already existing waste, waste that is being introduced to the market, as well as future waste generation. Laws, directives and restrictions shed light on the problem and force entrepreneurs to take preventive measures in order to reduce to minimum the landfill sites that are scattered al
Over the centuries of the human existence on Earth, people’s needs have steadily increased. In ancient times, a fireplace, own cave, a piece of leather as clothing and hunting for wild animals was enough to survive. However, increased appetite, the desire for comfort and the need for an easier life were an impulse for ongoing improvements.
The very first and important stage of the recycling process is sorting waste at home. But what happens later?
Where does the waste end up and how does a PET bottle transform into a fleece sweatshirt?
The “zero waste” philosophy has recently gained great popularity. More and more followers try to live by its rules. We don’t fall behind either – we’ve already written about its multidimensionality and the fact that “zero waste” is not only about groceries and not wasting food, to which it is very often reduced. If it’s called a “philosophy”, it should apply to wider aspects of life and general lifestyle.
We often bring up the subject of ecology, sustainability, as well as care and respect for our planet. When we started introducing products made from plastic to the market, we took upon the responsibility to inform our customers and end-consumers how to deal with the packaging after use, once our products become waste.
May these Easter holidays fill your hearts with hope, faith and joy.
We wish you good health, peace and optimistic views on the future.
All the best,
Polpak Packaging Team
Aluminium can be processed an infinite number of times!
Aluminium is lightweight, which means it’s cheaper to transport!
Aluminium is solid and elegant, boosting edgy or vintage look!
Have a look at our 10 to 350 ml jars!
Starting on Monday, March 16th, we are joining the #StayHome campaign.
We are switching to remote working mode.
We will meet on 24-25 June at EXPO XXI centre in Warsaw!
We should always plan our holiday trips ahead. Not only our destination, but also items that we want to take with us!
In 2018 the Polish Ministry of Environment launched the electronic database on waste. The aim of the register is to control waste introduced to the market, its circulation and disposal.
POLPAK Sp. z o.o.
Kabrioletu 4
03-117 Warsaw
Poland
The new year is associated with new resolutions, plans and dreams that we wish to fulfil with a new beginning. Sadly, according to the statistics most of these exciting promises go up in flames already mid-January.
Even though December is the last month of the year, devoted to important summary of the past twelve months, it is also a promising beginning of the upcoming year. During this time international analytic companies publish the results of their research and set new trends for 2020.
Twisted!
According to the Internet wisdom “simple solutions are the simplest”. We truly believe it and our offer reflects it. We care for our customers, hence instead of complicating their decision-making process, we try to simplify it. Sometimes less is more and a narrow selection of the finest products is the key to success. Our long experience and sales analysis show that three types of bottle caps for white co
Light as a feather!
What comes to our minds when we think of chocolate mousse, meringue or Marshmallows? Lightness and treat for the palate. But foamy texture is not only desired in the kitchen – we also love it in cosmetics.
Meet the airless packaging and its magic!
No air, full functionality!
Not long ago we described essential functions of a packaging. It should mainly protect the cosmetic product, provide easy application, be appealing to the eye and eco-friendly.
ATTENTION!
The annual factory closedown is close by!
Special order products with longer lead times!
The turn of September and October was a very intense time since we visited the industry trade fairs in the country and abroad.
Autumn is for us the beginning of a new season that we’ve been diligently preparing for for a few months now. We’ve observed the market and analysed orders made by our customers. Therefore, we’ve decided to add 9 new products to our standard, permanent distribution.
Our favourite subject is of course… packaging.
It’s our passion, job, reality and entertainment.
From dusk till dawn our Polpak team members dose, pack, send packaging and receive new inventory. We send e-mails, make phone calls and gossip about one thing only.
Total look, also known as mono look, is a timeless elegance. It applies not only to clothing or interior design elements in mono-colours, but also to cosmetic packaging. Monochromatic designs are chic and tasteful, no matter the trends or passing fads.
Dressing tables full of multicoloured bottles, dispensers, sprayers or jars may be charming, but to truly bring out elegance, they should match the interior.
The beginning of the year brought new recycling rules – what used to be three different recycling receptacles have now become six.
According to a survey conducted by Kantar TNS on behalf of the ProKarton Foundation, Poles are paying less attention to sorting waste.
For many of us summer is the most beautiful season. High temperatures, long days and sunny mornings power us up and boost us with energy for action. Vitamin D, the sunshine vitamin, charges our batteries for the rest of the year.
Every year in June we join the CosmeticBusiness trade fair in Munich and present our products to the industry members from the Western Europe.
We are living in a time when information appears in an instant and it circles the world even faster. We are flooded by news coming from each and every direction, some of which is so-called 'fake news', i.e. untrue information, the purpose of which is to be sensational, cause outrage, controversy or generate traffic to the website on which it was published. It is up to us to separate truth from falsehood, because official refutation either does
Let‘s meet us on CosmeticBusiness - International trade fair of cosmetics supplying industry in Munich, Germany.
This spring trade fair in Warsaw is an opportunity every year to meet our regular customers, to get to know new companies and to establish interesting business contacts. It gives us an opportunity to present our new products and the entire spectrum of ways in which they can be modified, something that is of vital importance to us!
Let’s meet at the trade show in Warsaw!
On 2nd and 3rd April, the Warsaw exhibition and trade centre EXPO XXI is hosting another annual Packaging Innovations event. Our team will be waiting for you in the Green Hall at stand A11.
Another spring is around the corner, and we are all taking off our heavy clothes to be able to enjoy the sun, which is getting warmer every day.
Does all packaging have the chance of a second life?
We would like to thank all our Clients and Partners for their trust and we sincerely wish you a happy Christmas with your family.
In response to the countless discussions and books that address the present condition of our natural environment, all kinds of measures and solutions that address the problem are proposed, some of which do not even require much effort and can be implemented by just about anyone.
Minimalist lifestyle: what does zero waste mean?
The pollution of our oceans, seas, rivers and forests is a topic that each of us encounters daily. Despite how much the issue is discussed, the countless conversations and conferences on it, it is still difficult to deal with it effectively. So, it is worth stressing how crucial it is that absolutely every single inhabitant of our planet is committed to tackling it. The every day choices and decisions of each individual not only have specific
Autumn is always a busy time in the packaging business, with numerous industry events to attend. This year is no different. Those interested in cosmetics packaging products and closures are in for a treat with a number of important events, where they will be able to see the latest and the most innovative developments in the field
A major part of it is plastic and unfortunately a lot of it is still stored in landfills. Recycling and ecology are recently one of the main topics discussed internationally, primarily because of the fact that waste production is a growing issue. How does that all relate to packaging products? Has the present situation been caused by plastics as such, or is the consumers' missing awareness to blame?
Packaging products suitable for pharmacy shelves
Protection, safety, hygiene of application – these are the essential features of a good packaging product
“Fine feathers make fine birds”, or fashion and trends in packaging design.
Have you checked out the new products in our permanent range yet?
Polpak Packaging invites you to CosmeticBusiness 2018!
Thank you for participating in Packaging Innovations fair!
Airless packaging solutions for special assignments.
We would like to invite you to the Packaging Innovations International Trade Show.
Airless packaging – calculating the print area.
We are expanding the range of products available on stock.
How to measure the dip tube length with a ruler – quickly and simply.
From the series: A little „know-how” – How to choose an optimum dosing mechanism for the product?
Big possibilities of a small packaging closure.
A little bit of 'know-how' - What kind of tube should be used in packaging?
Interesting application of closures and packaging in food industry.
Already in the second half of October new products will appear in regular distribution in Polpak Packaging. This time we are offering you two new models of trigger sprayers and one model of foam sprayer.
Danish Beauty Award 2017 - packaging and cosmetics nominated for an award!!!
Made for each other – how to choose the packaging for a cosmetic product?
Natural, ecological and innovative cosmetics – current trend in cosmetic industry.
Thank you for visiting Polpak Packaging at the Cosmetic Business fair!
New products from Polpak Packaging on Cosmetic Business fair 2017!