By Erin Judge, contributing writer, PostPress

Simplicity is emerging as a key theme in today’s packaging trends, driven by consumers’ preference for modern, minimalist designs in combination with their heightened sensitivity to sustainability. This shift has extended into the luxury goods market, where brand owners and packaging designers must navigate the challenge of blending high-end embellishments with the increasing demand for eco-friendly, recyclable packaging that still conveys a sense of luxury. PostPress spoke with packaging converters and suppliers in the luxury goods market to unearth the latest embellishment trends that are attracting high-end consumers.

Appeal of Luxury

In today’s market of ‘non-essential’ luxury items – such as cosmetics, beauty products, wine, spirits and jewelry – packaging and labels often serve as the first point of contact with the consumer, playing a vital role in shaping their perception of the product. “Luxury packaging is about creating a sensory experience that aligns with the premium nature of the brand,” said Allan Quimby, head of marketing for KURZ, the world’s top producer of transfer foils and security solutions.

Luxury brand consumers, who typically are well-versed in quality and value, expect packaging to reflect a sense of high-end exclusivity. Their confidence in a brand increase when its packaging is elevated with embellishments like foil, embossing or soft-touch coatings. These enhancements not only elevate the product’s appeal but also add authenticity, which increasingly is important as counterfeiting continues to plague the luxury goods market, and anti-counterfeiting measures are crucial for brand owners.

“The enhanced tactile experience of packaging with specialty embellishments adds to overall perceived value of the product,” noted Kandi Johansmeyer, senior vice president of sales and marketing for Orlando-based SunDance, a multi-channel print and marketing solutions company that continues to grow in the luxury packaging space.

Luxury packaging isn’t just about a product looking expensive, though. Sabine Lenz, founder and CEO of PaperSpecs, an online hub for graphic designers and brand owners who print, said, “It’s about evoking desire, signaling quality and ensuring that from the very first touch, consumers feel they’re experiencing something truly special.”

While many consumer-packaged goods companies can be restricted by the cost of these value-add embellishments, Johansmeyer explained that luxury brand owners often have higher margins with their products, which enable them to enhance their packaging with more specialty finishes that align with their brand image.

These tactile finishes and visual foils are important in luxury packaging, not only for enhancing brand authenticity, but also for driving sales. Christine Takacs, holographics development specialist at ITW ShineMark, affirmed, “It’s all about the data. Purchasing habits demonstrate a direct correlation between foil embellishments and high-margin sales volume in certain premium categories.” Takacs’s company is a global leader in the manufacturing and distribution of high-quality foils, films and laminations.

With higher budgets come high demands: Consistency is key for strong branding and quality perception. “Perfect production results are mission critical, and even minor flaws can delay launch dates and potentially cause significant financial losses,” said Thomas Leikam, director of sales and marketing, Autajon Packaging West Coast.

Autajon, a manufacturer of folding cartons, labels, set-up boxes and POS materials, has a significant global presence, with luxury packaging making up the largest portion of its customer portfolio. Leikam added that luxury packaging cartons placed side by side on the shelf must have consistent color, precise registration and strong structural integrity, all of which contribute to the overall user experience. This level of perfection is why luxury brand owners dedicate more time to the concept stage than other packaging customers, and rigorous testing regularly is conducted throughout the production process.

Luxurious Trends

While they may seem similar at first glance, each foil and embellishment on a luxury goods package tells a distinct story. Leikam explained that “a shimmery foil helps brands stand out with its reflective quality, while soft-touch and other specialty embellishments keep customers engaged and intrigued by the look and feel of the product carton.” Lenz added, “Whether it’s subtle holographic effects suggesting innovation or textured embossing reflecting a brand’s heritage, finishing techniques are more intentional than ever.”

Holographic films and foils are making a major impact in today’s luxury packaging, thanks to their modern aesthetic and minimalist appeal. ITW ShineMark recently released its HoloFrost™ products, which, according to Takacs, “overprint beautifully without muddying ink saturation and color integrity. When left unprinted, they offer an intriguing new look.”

Haley Hutchison-Quick, vice president of Infinity® Foils, Inc., a UEI company, and a global leader in foil stamping products, emphasized that luxury packaging must strike a balance between elegance and opulence. She noted that each foil type – whether holographic, clear or security – offers its own unique appeal. In 2025, many luxury goods are turning to overprintable cold foils, like Infinity Foil’s MCOF Grade, which creates “striking designs and eye-catching effects when combined with printing and processes like refractive stamping,” said Hutchison-Quick.

Converters and suppliers agree that luxury brands are trending toward multi-step processes, such as layering foils with UV spot coatings or embossing/debossing. As Lenz observed, there’s a strong trend toward multi-sensory experiences, “where packaging feels as good as it looks.”

Personalization and customization also are becoming increasingly important in luxury packaging, with consumers seeking unique, tailored experiences. Products like KURZ’s Digital Embellishment Solutions, designed for both narrow web and sheet-fed markets, enhance packaging with high-quality, personalized designs and offer customizable metallic finishes at high volumes. Quimby added that digital embellishments in conjunction with augmented reality (AR) will transform how brands engage with their audiences through packaging, especially as technology improves. These improvements will give rise to hyper-personalization, limited editions and smart packaging, including invisible security features, to further brand stories and boost consumer engagement.

Merging Luxury with Sustainability

While foils and embellishments can convey a product’s value and capture a consumer’s attention, the way the world perceives packaging, even in luxury goods, has begun to shift. According to Leikam, “very elaborate luxury packaging may be seen as a brand’s disregard for sustainability and environmental impact.” Quimby added, “Brands are facing growing pressure to deliver eco-friendly solutions without compromising on premium aesthetics.”

Fortunately for luxury goods retailers, a study done by Trivium Packaging and Boston Consulting Group revealed that 74% of consumers are willing to pay more for sustainable packaging, with nearly a quarter of them open to an additional 10% or more in cost.

For brand owners, that means creating carefully crafted designs that incorporate sustainable materials while also working to create awareness of sustainable practices at the consumer level. Switching from laminated foil board to cold or hot foil significantly can improve recyclability. However, Leikam noted that brand owners also should consider adjusting their design to clearly communicate this change to consumers. He mentioned that many of his luxury brand clients are choosing more subtle embellishments, like micro or sculptured embossing, varnishes and embracing a “natural look” with uncoated boards.

Suppliers, too, are seeing the demand for sustainability as they work to create more recyclable products. At KURZ, Quimby said, “We’ve expanded our offerings to ensure stunning aesthetics while supporting eco-conscious values. Our goal is to empower brands with premium appeal and environmental responsibility.” He emphasized his company’s investment in research and third-party certifications to ensure the company’s products are sortable, drinkable, compostable and truly sustainable. “This shift underscores an industry-wide trend where sustainability now is essential to both brand value and consumer trust,” he added.

Takacs said that sustainability plays a key role in all product development, manufacturing and policies at ITW ShineMark. Products like its filmless EcoShine total transfer and cold transfer products will continue to grow with a correlating decline in film laminations.

Creating awareness at the consumer level is crucial, as many of the materials used in luxury packaging are inherently sustainable. Hutchison-Quick clarified that when foil is applied to paper products, it remains recyclable and repulpable, provided the paper itself also is recyclable and repulpable. Cold foil also provides excellent production efficiency and substantial value for brands and makes foiling more accessible for high-volume, long-run applications. A study commissioned by the FSEA in collaboration with Georgia Tech’s Renewable Bioproducts Institute further supports the claim that transfer foil-decorated paper and board do not pose issues for recyclability or repulpability in standard repulping processes.

To promote their sustainability efforts, luxury brand owners should consider adding information to their packaging to educate consumers. Takacs highlighted the importance of improving eco-labeling so that consumers understand they still can “embrace the enduring craft and appeal of beautifully enhanced packaging.” Leikam added that effective communication and consumer education will play a crucial role in addressing common misconceptions, such as the sustainability of recycled board, and will help brands make true progress toward their environmental and sustainability goals.

Where Do We Go From Here?

US brand owners should be aware that the political landscape may reshape the luxury goods and packaging markets in 2025 and beyond. As new policies emerge, some brands will look to domestic suppliers to combat rising costs and improve speed-to-market. However, “the essence of luxury packaging will remain the same,” said Lenz, “creating desire, elevating the brand experience and making the unboxing as memorable as the product itself.”

Looking ahead, luxury brands will embrace modern and alluring designs that blend simplicity with eye-catching, eco-friendly embellishments. For brand owners, this means focusing on creating packaging that not only conveys high-end appeal but also raises consumer awareness of eco-friendly practices.