In recent years, the European Union has clearly prioritized sustainable development, actively promoting environmentally friendly solutions. This shift has reached the cosmetics industry, especially in how products are distributed and promoted through miniature sample packaging. Both social and regulatory pressure are mounting to limit the number of samples due to the packaging waste they generate. In line with the goals of the European Green Deal, companies are being encouraged to implement alternative, more eco-conscious methods of product presentation – such as in-store testers, refill stations, or digital sampling. Are we witnessing the end of the era of free single-use cosmetic samples? Will brands be stripped of one of their core promotional tools? These are the questions we explore in today’s article.
The state of the cosmetics market today
As of 2025, the cosmetics industry is in a phase of rapid expansion, driven by global shifts in consumer behavior and fast-paced technological development. According to the latest forecasts, the global cosmetics market is expected to exceed 805 billion dollars by 2027, growing at an average annual rate of 5.3% (Global Industry Analysts Inc.). A study conducted by ASM Research Solution Strategy revealed that 82% of consumers prefer to try a product sample before purchasing the full-sized version – highlighting the continued importance of sampling in the buying process. But what does the future hold for cosmetic sampling in the context of EU regulations? The industry has found a promising answer.
E-sampling as the industry’s response to change
One of the fastest-growing marketing trends is e-sampling, or the digital distribution of cosmetic samples. Platforms like Holy Sampling and Odore allow brands to reach consumers effectively while minimizing campaign costs and duration. According to Allied Market Research, the global e-sampling market for cosmetic products is projected to grow by an average of 12.2% annually, reaching a value of around 4 billion dollars by 2027. These platforms enable highly targeted campaigns through advanced data analytics, resulting in stronger sales performance and increased consumer engagement.
E-sampling offers numerous advantages over traditional sample distribution:
- Reducing product waste
Traditional sampling models often distribute products indiscriminately, leading to overproduction and eventual waste. E-sampling enables precise targeting of genuinely interested consumers, ensuring that samples reach the right hands. This approach minimizes unused product quantities, directly reducing resource consumption and waste.
- Eco-friendly packaging and made-to-measure logistics
E-sampling campaigns increasingly employ biodegradable packaging, recycled envelopes, or compact boxes specifically designed to minimize waste. Instead of bulky promotional displays, which frequently end up discarded, e-sampling relies on efficiently prepared sets sent directly to the consumer. Additionally, through geolocation data analysis and optimized courier routes, transport-related emissions can be reduced. Delivery lockers and pickup stations are also becoming more common, offering another ustainable alternative.
- Supporting the circular economy
Brands using e-sampling are increasingly involved in initiatives promoting recycling and material recovery. Packaging is often designed for reuse or easy recycling, supporting the implementation of a circular economy. This not only lessens environmental impact but also educates consumers about sustainable practices.
- Transparency and building consumer relationships
Data collected during e-sampling campaigns helps brands better understand consumer preferences and inform them about eco-conscious initiatives. Transparent communication about environmental efforts fosters trust and loyalty. At a time when social and environmental responsibility is becoming a key factor in brand choice, this approach is essential for cultivating a positive image.
Packaging and technology: the future of cosmetics
Well-designed, eco-conscious, and aesthetically pleasing sample packaging plays a key role in the success of e-sampling campaigns. Global brands such as Chanel, Dior, and Glossier are choosing minimalist, elegant, and sustainable solutions that appeal to modern consumers. Biodegradable materials like corn-based bioplastics, recycled glass containers, refillable aluminum packaging, and multipurpose unit-and-shipping packaging are quickly becoming the industry standard-highly appreciated by environmentally aware consumers.
The future of cosmetic sampling and e-sampling campaigns looks exceptionally promising. The coming years will bring further development of technologies such as artificial intelligence (AI) and augmented reality (AR), enabling even better personalization of products to individual needs. The combination of these technologies with sustainable, innovative packaging will make e-sampling a vital part of the cosmetics industry’s sustainability strategies.
One compelling example is Estée Lauder, which increased its online sales by 15% through its collaboration with the Odore platform, while also gaining in-depth insights into consumer preferences. Sephora, on the other hand, achieved a fivefold increase in customer engagement through social media-based sampling campaigns.
The technological and environmental revolution has only just begun. Brands that recognize the potential of e-sampling will soon be leading the industry-all while aligning with the increasingly stringent regulations imposed by the European Union.
Sources:
- Global cosmetics market value by 2027 (USD 805 billion, 5.3% CAGR)
Source: Global Industry Analysts Inc. (Reportlinker) - Growth rate of the e-sampling market (12.2% CAGR, USD 4 billion by 2027)
Source: Allied Market Research - Estée Lauder’s campaign with Odore (15% increase in online sales)
Source: Odore Case Studies - Increase in customer engagement via Sephora’s e-sampling campaigns
Source: Forbes – Sephora Digital Marketing
