Why Beauty Packaging Is an Important Part of the Novvia Group Portfolio

Beauty and personal care packaging has never had more to deliver.

A package has to protect the formulation and perform throughout filling, distribution and use. But it also has to communicate the brand, create a strong consumer experience and respond to changing expectations around sustainability, functionality and innovation.

Those demands are continuing to evolve.

Across the beauty industry, brands are exploring refillable formats, mono-material packaging, recycled content, advanced dispensing systems and packaging designed to create a more distinctive and intuitive consumer experience.

For packaging suppliers, that creates an important challenge: beauty brands increasingly need access to a wider range of capabilities without sacrificing the specialized category expertise required to execute them well.

That opportunity is why Novvia Group has expanded its presence in beauty and personal care packaging.

Building a Broader Beauty Packaging Platform

Novvia Group entered the beauty and fragrance packaging market through the acquisition of Garrett Hewitt International in May 2025.

Founded in 1964, Garrett Hewitt brings decades of experience serving beauty and fragrance customers, with capabilities that include cosmetic packaging components, brushes and applicators, secondary packaging and turnkey solutions.

In May 2026, Novvia expanded the platform again with the acquisition of APC Packaging.

APC Packaging specializes in premium skincare and cosmetics packaging and works with customers ranging from emerging brands to established global beauty companies. Its capabilities span plastic and glass packaging, closures, airless systems, applicators and custom packaging development, with a particular emphasis on innovative and sustainability-focused solutions.

Together, the companies give Novvia a broader foundation to serve beauty and personal care customers.

"Novvia's expansion in beauty packaging through the acquisitions of Garrett Hewitt International and APC Packaging reflects our commitment to building a differentiated, end-to-end platform for beauty and personal care brands. Together, GHI's strength in premium, design-forward components and APC's expertise in innovative packaging solutions, product development and speed-to-market create a highly complementary offering for customers across prestige, indie and emerging beauty segments."

— Robert Boucher, Chief Executive Officer, Novvia Group

Why Complementary Capabilities Matter

Beauty packaging rarely consists of one component considered in isolation.

A skincare launch, for example, may involve a bottle or jar, dispensing system, closure, applicator, decoration, secondary packaging and other components that all need to work together technically and aesthetically.

Color cosmetics can introduce an entirely different set of considerations around brushes, applicators, compacts, product delivery and decoration.

At the same time, brands are under pressure to move quickly, differentiate at shelf and online, evaluate new materials and formats, and manage increasingly complex global supply chains.

That is where complementary specialization becomes valuable.

APC and Garrett Hewitt bring different strengths to the Novvia portfolio, creating opportunities to connect primary packaging with additional beauty components, application systems, secondary packaging, and broader product-development support.

Instead of treating each requirement as a separate sourcing exercise, the goal is to help beauty brands access more of what they need through a connected network of specialists.

Beauty Packaging Is Changing

The expansion also comes at a time when the beauty packaging market itself is rapidly evolving.

Sustainability remains an important driver, but the conversation has become more sophisticated than simply choosing one material over another.

Beauty brands are often exploring:

• Refillable packaging systems designed to reduce the amount of packaging required for repeat purchases.
• Mono-material formats intended to simplify the material mix of certain packages.
• Post-consumer recycled content across plastic and other packaging applications.
• Additives into conventional plastic packaging to support biodegradation in landfill or marine environments.
• Alternative materials, including growing interest in aluminum and other recyclable formats.
• Airless and advanced dispensing systems designed for formulation protection and controlled product dispensing.
• More distinctive applicators and user experiences that make the package an active part of product performance.
• Packaging designed for both physical and digital retail, where the package must communicate strongly at shelf, on a product page and across social media.

The result is a market in which packaging decisions sit at the intersection of branding, engineering, sustainability, supply chain and consumer experience.

That makes access to both product breadth and category-specific expertise increasingly valuable.

Scale Without Losing Specialization

Novvia Group's strategy brings together specialized packaging companies while preserving the category expertise that makes each one valuable. It also strengthens those capabilities with the scale, purchasing power, and broad distribution footprint of one of the world's largest packaging distribution platforms.

Across the group, individual businesses continue to bring their individual product knowledge, supplier relationships and customer experience while gaining access to the resources of a larger packaging network.

Beauty follows the same model.

APC Packaging remains deeply focused on skincare and cosmetics. Garrett Hewitt International retains its specialized experience across beauty, fragrance, applicators and related solutions.

What changes is the range of resources those businesses now provide together.

That includes broader supplier relationships, expanded packaging capabilities and the opportunity to collaborate across complementary customer needs.

For beauty customers, the objective is straightforward: more ways to solve a packaging challenge without losing the specialized support that the category requires.

"By bringing these businesses together within the Novvia family, we are combining deep category knowledge, trusted global supplier relationships and a customer-first go-to-market approach. Our strategy is not simply to broaden our product portfolio; it is to make it easier for brands to access the packaging innovation, supply-chain capabilities and commercial support they need to bring exceptional products to market with confidence."

— Robert Boucher, Chief Executive Officer, Novvia Group

See the Portfolio Coming Together at MakeUp in New York

That strategy will be on display September 16–17 at MakeUp in New York.

APC Packaging and Garrett Hewitt International will exhibit together at the Javits Center, giving beauty brands an opportunity to explore complementary capabilities from across the Novvia portfolio in one place.

APC will showcase innovations including airless packaging, bottles, jars, tubes, droppers, applicators, refillable systems and advanced packaging technologies, while Garrett Hewitt expands the offering with brushes, secondary packaging and turnkey solutions.

Visitors can meet the teams at Booth E30.

For Novvia Group, the event represents more than a tradeshow appearance. It is a practical example of the platform Novvia is continuing to build: specialized packaging companies working together to give customers broader capabilities, deeper expertise and more ways to bring their next product to market.

Contact Novvia Group to learn more about its growing portfolio of packaging solutions.