Minimalist packaging trend gains momentum in retail; brands shift toward clean aesthetics, sustainability to appeal to younger consumers focused on eco-consciousness

May 30, 2025 (Pitch) –

Walk into any trendy store or scroll through your Instagram feed, and you'll notice something shifting. The world is falling in love with less-way less. The minimal-core aesthetic which has taken hold over the entire internet at the moment is all about 'less is more' - from makeup trends to home decors, it seems like the world has agreed that the less you show, the more sophisticated you seem. And the brands? They are absolutely on board.

Long gone are the days of bright packaging, big labels and fancy products, the newer brands today are embracing a toned-down packaging which resonates with their internet savvy consumers and promises a future of sustainability and transparency.

What started with global giants like Apple and Glossier has trickled down to emerging Indian D2C brands, redefining how packaging is perceived across categories. Clean lines. Neutral colours. Packaging so minimal it almost disappears. And surprisingly? People are listening. More than listening-they're obsessed. Not only have these brands embraced sleek, simple, no-label packaging but it has also become an active part of their marketing strategy, a selling point.

This shift is especially visible in the beauty and lifestyle segments, where packaging choices are becoming a core part of brand storytelling.

"Minimal packaging is a confluence of three powerful consumer trends -sustainability, simplicity, and authenticity. In the D2C space, where brands often compete on transparency and values rather than just scale, minimal packaging communicates a commitment to reducing waste and environmental responsibility," said Rohit Ohri , Founder, Ohriginal. He added that for beauty and lifestyle brands, it also aligns with a growing 'clean and conscious' aesthetic that appeals to urban millennials and Gen Z consumers. In the food category, it signals purity and trust-less marketing fluff, more product truth.

"Our fans aren't just beauty lovers, they're eco-champions. In a recent global survey, 78% of Pixi users told us they'd go out of their way to buy brands with eco-friendly packaging. We heard you: your DMs, comments and community forums made it clear that caring for skin and caring for Earth go hand in hand. So, we rolled out lightweight & recyclable containers," said Pretra Strand , founder of Pixi Beauty. Thus, for brands like Pixi Beauty - it was non-negotiable.

While for brands like Minimalist, Simply Nam and Amiy, it is simply an echo of their brand image. "Our decision to have minimal packaging was driven by our purpose, not a trend or the cost. Our packaging reflects our commitment to transparency, honesty, and authenticity. We've built Minimalist on the promise of hiding nothing from our customers, which extends to our packaging. It's clean, clear, and free of unnecessary elements, just like our formulations," said Mohit Yadav , CEO and Co-Founder at Minimalist.

Namrata Soni , Co-founder of Simply Nam said that they've also seen a clear shift in what consumers are drawn to. More and more people are looking for beauty that feels clean, elevated, and fuss-free - and that resonates deeply with their own approach. For them, minimal packaging isn't about trends or shortcuts; it's a commitment to simplicity and purposeful design.

Minimal packaging is not just a wave in the beauty segment but has also taken a strong hold in the food & beverage industry.

Akash Agrawalla , Co-Founder, ZOFF Foods said, "Minimal packaging is an opportunity to stay true to our brand's core values-clean, honest, and modern. It's not simply a cost-cutting exercise; it's about creating an authentic connection with our customers by focusing on what truly matters-the product itself."

Sustainability practice?

Other brands such as Shobitam and Fhair attribute this shift to sustainability. Aparna Thyagarajan , Co-founder & Chief Product Officer at Shobitam said that their minimal packaging approach was inspired by the dedication and craftsmanship of their artisans. She added that they recognize the immense effort that goes into creating each handcrafted saree, and wanted their packaging to reflect and honour that artistry. That's why their sarees are packed in unique saree bags made from leftover fabric, making the packaging as thoughtful as the saree. These bags are also lovingly stitched by underprivileged women, whose livelihoods they support and promote through this initiative.

Florian Hurel , founder at Fhair agreed and said that minimalism is at the heart of our brand ethos - we believe in purity, purpose, and performance. By stripping away excess, we focus on what truly matters: quality ingredients, effective formulations, and an honest brand promise.

However, Ohri believes that there's definitely a growing segment of urban, affluent consumers -especially younger ones-who actively seek brands with eco-conscious values and are willing to forgo bells and whistles.

However, for the broader Indian market, packaging still plays a role in perceived value. So while sustainability is an emerging driver, it's currently a premium niche behavior, with mass adoption still a few years away.

Cost-cutting measure?

While brands collectively said that minimal packaging is not a cost-cutting measure, they also agreed that it does help streamline costs in the longer run.

"In traditional FMCG setups, packaging often accounted for 10-15% of product costs due to fancy boxes, inserts, and multiple layers. By switching to minimal packaging, we've been able to significantly reduce those costs, sometimes by as much as half. At ZOFF Foods , we prioritize packaging that's safe, hygienic, and easy to store or stack, without unnecessary frills," said Agrawalla.

Hurel said that while cost-saving was a secondary benefit, the main motivation was reducing their environmental footprint and making responsible choices as a brand.

This was also reiterated by Soni who agreed that while cost-cutting wasn't part of the plan, streamlining their packaging has allowed them to channel more resources into what really counts: innovative formulas, superior textures, and high-performance beauty that fits seamlessly into routine.

However, Ashutosh Karkhanis , Creative Head and Managing Partner, OPEN Strategy & Design said that brands don't generally opt for minimal packaging as a cost-cutting strategy. "The best minimal packaging is rarely about cost-cutting. It's often more expensive to do less, well. Reducing elements forces sharper decisions: about materials, structure, finishes, and visual language. What you leave out has to be replaced with meaning. Minimal doesn't mean basic; it means intentional. Some brands may approach it as a way to lower costs, but those who see packaging as brand media don't view minimalism as a shortcut-they see it as a creative and strategic discipline."

Brand storytelling & product information

Minimal packaging also means no labels and no extra words on the packaging. How do brands then convey their storytelling and product information to consumers?

"The rules of packaging storytelling have changed. Amiy's packaging is elegant yet tech-forward. Every product features a discreet QR code that unlocks a deeper layer of brand connection- usage instructions, doctor insights, ingredient backstories, customer journeys, and AM/PM regimes. Amiy uses icons not paragraphs for ingredients, 100% Natural or doctor-formulated. Color codes to differentiate concerns. A story that starts after the box opens," said Ashmita Venkatesh , Founder of Amiy Naturals.

She added that Amiy's shipping experience completes the narrative. Pastel eco-mailers include a thank you note, QR code link to Amiy's philosophy, a luxury travel bag and a scented wax tablet to elevate brand experience. While Strand confirmed that their brand colour immediately drives recall in consumers thus eliminating the need for storytelling. She said that every Pixi bottle, tube or jar wears soft, Pixi-green hue front and centre. That single colour choice immediately signals 'Pixi' on the shelf, no elaborate design is needed. "It's our visual shortcut: you see green, you know Pixi-glow."

Strand also explained that when real estate runs out, they shift to digital and in-store touchpoints through website & emails, social snippets and retail displays.

Meanwhile, Yadav shared that at Minimalist, they focus on including only what truly adds value to the packaging. By being purposeful with their design, they eliminate clutter and prioritise the essential information that effectively communicates their brand story and product details, without needing more space than what's available. "Every detail is intentional, creating a streamlined and meaningful experience for the consumer," he said.

Yadav added that their packaging reflects the same transparency and purpose as the product inside. Every detail, from a clear ingredient list to guidance on 'Where it fits in your routine' and 'What it works best with', is intentional and designed to empower the consumer.

Soni also shared an example - take our Ultimate Kajal - the packaging might look sleek and simple, but that's just the beginning of the story. "We use our digital platforms to dive deeper - sharing everything from tutorials and ingredient highlights to behind-the-scenes insights. We think of the packaging as the first handshake and the digital world as where the real conversation happens. That way, customers get a clean, clutter-free experience in hand, but also have access to a full, immersive brand journey when they want it."

Hand-written cards are also a rage amongst brands seeking to strike a connection with their consumers. Thyagarajan agreed that to further connect with their customers, they include a handmade letter with each order.

This personal touch allows them to share their brand story, the care behind each product, and a message of gratitude.

These practices were further confirmed by Ohri who said that the key is design innovation. Minimal doesn't mean boring-it means intentional. "Brands can use recyclable materials, smart typography, and aesthetic restraint to stand out. For D2C brands, the unboxing moment can still feel premium through thoughtful design details-like a handwritten note, a QR code with a brand story, or reusable cloth wraps. The balance lies in storytelling: showing that minimalism is by choice, not compromise."

Norm or a trend?

Will minimal packaging go mainstream or will it remain a niche?

"Minimal will become the visual norm for modern DTC brands, especially those catering to younger, urban consumers. But as it becomes mainstream, the challenge will shift from looking minimal to being memorable," said Karkhanis. He added that at OPEN, they often say: the job of packaging isn't to be noticed, it's to be remembered. So, the future isn't just about less-it's about less, done distinctively. That's where brands will need to dig deeper: into story, sensoriality, structure, and symbolic codes. Minimalism, if not rooted in meaning, will quickly become invisible.

Brands agreed and said that for them it's a long term strategy which perfectly aligns with their ethos.

Global brands such as Pixi already have an extensive line-up in this area. Strand suggested that this isn't a flashin-the pan play-it's baked into Pixi's five-year roadmap and woven into every new product launch. Beyond its goal to reduce packaging volume by 30% company-wide by 2027, Pixi is actively embracing circular practices through several initiatives: a recycling program in retail stores where customers can drop off empty packaging; pilot refill stations in key markets-starting with Glow Tonic at their USA flagship-allowing fans to replenish their favorite products; and partnerships with TerraCycle and other innovators to recycle non-refillable components, ensuring that no leftover Pixi packaging ends up in landfill.

Pixi is committed to evolving conscious beauty by testing next-gen biodegradable materials like sugarcane resin and bamboo tubes, aiming for full biodegradability by 2028. They're also reducing print by 25% through lean branding-shifting product details and tutorials online via QR codes and scannable icons.

This was further reiterated by Ohri who said that as regulations tighten around plastic use, and as climate consciousness becomes a purchase driver, minimal and sustainable packaging will shift from being a differentiator to an expectation. "The tipping point will come when cost-effective, scalable ecopackaging solutions become widely available. In five years, minimal packaging won't just be a trend-it'll likely be table stakes for brand credibility," he concluded.