L’Oréal powerhouse brands partner with Cosmogen to redefine mini beauty category
This partnership focuses on customized mini lipsticks that maintain premium quality in smaller sizes.
FRANCE – L’Oréal Group’s top luxury brands have collaborated with packaging specialist Cosmogen to innovate mini beauty formats tailored for travel retail and discovery sets.
The initiative involves Lancôme, YSL Beauty, Armani Beauty, and Prada Beauty.
Cosmogen delivered fully bespoke design and manufacturing solutions for each brand, blending unique mini formats with a standard 1.4 g “ready-to-go” option to manage costs effectively.
This approach preserves high-end performance, aesthetics, and brand prestige, allowing accessible entry into discovery and travel scenarios.
Maud Lelièvre, Cosmogen’s marketing and communication director, emphasized that the strategy supports offering multi-shade collections at affordable prices while meeting Gen Z expectations for makeup accessibility.
The main hurdle involved adapting each brand’s visual and technical specs to a compact size without compromising full-size standards in mechanism reliability, decoration accuracy, and production scalability.
Every mini lipstick underwent a dedicated project from concept through industrialization to capture the brand’s distinct codes, finishes, and identity, building on prior work like Valentino Beauty.
Lelièvre highlighted this as essential to upholding quality in reduced formats.
Cosmogen recently launched Squeeze’n Roll applicators using semi-precious stones, available in micro, mini, standard, and maxi sizes.
Last year, the firm provided Horace, a men’s skincare brand, with a post-consumer-recycled PET stick compatible with wax-based and anhydrous formulas such as lipsticks, balms, concealers, and sun care.
This PCR PET stick combines technical performance with style and is part of Cosmogen’s customizable range of monomaterial PET and recycled PET (rPET) formats designed for wax-based and anhydrous formulas such as lipsticks, lip balms, concealers, and sunscreens.
The packaging is black with selective varnishing, holds 3.7 g, and is available in multiple shapes and sizes to cater to various product needs.
These efforts align with ongoing trends in sustainable and versatile packaging.
In addition, Cosmogen introduced a sleek aluminium brush set and a revamped ReUse makeup refill stick during the Luxe Pack New York 2025.
The aluminium brush set is a compact, on-the-go collection featuring four professional-grade brushes tailored for makeup application and touch-ups.
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