After a challenging 2025, packaging suppliers serving the beauty, luxury, premium beverage, and aerosol sectors were eager to regain visibility and reconnect with their customers at Paris Packaging Week. The event’s 25th edition stood out for its exceptional energy. The two-day show welcomed nearly 14,500 unique visitors who came to meet with 915 exhibitors to explore new projects and discuss the profound changes taking place in packaging.
Innovation and design
Among the highlights of this edition was the launch of the Innovation Awards Gala, held on February 4 at the Pavillon Vendôme, which brought together more than 320 professionals and recognized 34 innovations in the PCD, ADF, PLD, and Packaging Première sectors. Designed as a celebratory networking evening, this new event united all sectors represented at the show, underscoring Paris Packaging Week’s ambition to spotlight innovation and expertise across the full breadth of the industry.
Another strong signal was the Refill & Reuse Zone, bringing together 10 exhibitors, which illustrated the transition from concept to operational models. On this occasion, Hyléance Beauté presented Pure Twist, a refillable solid deodorant tube that limits plastic waste to 2 mg, while Naturinov rolled out Zerooo, a complete reuse model for cosmetic containers, from deposit to recirculation.
A highlight of the show, the Pentawards Festival offered an immersion into the best of international packaging design, with an exhibition of the Top 100 award-winning packs and presentations by major brands such as The Lego Group, Google, Diageo, and Samsung Electronics, offering an inspiring and forward-looking perspective on brand design.
With 58 hours of conferences, Paris Packaging Week 2026 reaffirmed its role as a key platform for strategic reflection within the industry. Among the standout speakers, Kelly Massol, founder and CEO of Les Secrets de Loly, shared insights into the challenges young brands face in accessing packaging solutions suited to their needs. Other industry leaders — including Vitalie Taittinger (Champagne Taittinger), Kilian Hennessy (Kilian Paris), and Jacques Playe (L’Oréal) — offered perspectives on the transformations currently reshaping the sector.
“This 25th anniversary edition marks a turning point. It reflects the maturity of the sector and the community’s ability to mobilize around concrete and operational issues,” emphasizes Noura Moussa, Marketing Director for the event.
Looking ahead to 2027
Participants also got a sneak preview of the second edition of the Perspectives 2026 trend book, entitled Cool & Conscious. This report brings together contributions from designers, scientists, engineers, and executives on topics such as the psychology of desire, minimalism, and the impact of reuse on consumer perception. “Packaging is no longer just an object. It’s becoming a social experience,” says Wendy Annonay, Vice President of Packaging Development and Operations at Huda Beauty, whose contribution focuses on the influence of Gen Z culture.
“This 25th anniversary edition will remain a benchmark. It opens a new chapter,” concludes Josh Brooks, Director of the Packaging Division at Easyfairs, before inviting the entire community to meet on February 3 and 4, 2027, at Paris Expo Porte de Versailles, for the next edition of Paris Packaging Week.
