Flexible packaging has taken over shelves that were once dominated solely by rigid bottles and jars. Face masks, bath salts, samples and refills are now packaged in stand-up pouches that are lightweight and surprisingly elegant.
Here at Studio Concept, we design these solutions as part of the cosmetic packaging we develop for beauty brands, combining practicality, aesthetics and a focus on the environment. In this article, we’ll look at what a doypack is, what advantages it offers, which products it’s best suited to, and how it compares with rigid packaging.
Indice
What is doypack packaging and how is a pouch made?
A doypack is a pouch with a flat base which, once filled, stands upright on its own on the shelf. The term ‘pouch’ generally refers to a flexible-material bag, whilst ‘doypack’ identifies the stand-up version with a gusseted base. This self-supporting structure combines the compact size of a pouch with the visual impact of a rigid container.
From a construction point of view, the doypack is created by laminating several thin films together. Each layer plays a specific role in protecting the product and contributing to its appearance:
- The outer layer, which features the print and defines the packaging’s appearance.
- The barrier layer, often made of aluminium or metallised film, which protects the contents from light, oxygen and moisture.
- The inner sealable layer, which ensures a secure seal and safe contact with the contents.
Functional elements such as flip-top caps, spouts, resealable zips and valves are added to this basic structure. These accessories adapt the pouch to different products and enhance the consumer’s user experience.
Doypacks and stand-up pouches: the benefits for cosmetics
The first advantage of the doypack is its lightness. For the same product content, a flexible pouch weighs much less than a rigid bottle, with direct benefits in terms of transport costs and the carbon footprint of logistics. The reduced volume during storage and dispatch also optimises warehouse space.
Shelf appeal is another key strength. The large, continuous surface of the doypack provides an ideal canvas for graphics, with full-surface printing and finishes that enhance the brand’s identity. The stand-up shape ensures front-facing visibility, whilst the variety of formats and accessories allows for bespoke solutions for every product. From a practical perspective, the pouch takes up little space in the consumer’s home and can be easily emptied right down to the last bit.
When to choose doypacks and pouches: suitable products and formats
Flexible packaging works best with products that have a fluid or thick consistency and with single-serve sizes. In the beauty sector, it is particularly well-suited to certain common categories:
- Face and hair masks, scrubs and rinse-off products in single-dose or family-size formats.
- Bath salts, powders, clays and solid cosmetics such as shampoos and soaps.
- Free samples, travel kits and refills for products sold in rigid containers.
The concept of refills deserves special attention. Selling refills in doypacks alongside the rigid bottle reduces the amount of material used with each repurchase and reinforces the brand’s sustainable positioning. On the other hand, ‘ ’ formulations that require measured and precise dispensing are less suited to flexible packaging, as rigid containers continue to offer a better user experience.
Customised doypacks: printing, finishes and sustainability
Customisation is one of the areas where the doypack truly realises its potential. Rotogravure or digital printing allows for rich colour reproduction and sharp details, whilst finishes add perceived value to the pouch. Soft-touch matt surfaces, metallic details and localised gloss varnishes transform a practical container into a desirable object, consistent with the premium segment.
From an environmental perspective, flexible packaging is undergoing significant change. Historically, the lamination of different materials made the pouch difficult to recycle, and this remains its main limitation. Today, the market offers single-material alternatives, such as those made from polyethylene or polypropylene alone, designed to fit into existing recycling systems. The choice of material must therefore strike a balance between protecting the product formulation, aesthetic appeal and actual recyclability, depending on the brand’s objectives.
Doypack or rigid packaging: a comparison of costs and environmental impact
There is no single correct answer when deciding between flexible and rigid packaging; it depends on the product, its positioning and environmental objectives. Doypacks reduce weight, volume and transport emissions thanks to the minimal amount of material used. Rigid packaging, in turn, offers greater mechanical protection, more controlled dispensing and a perception of sturdiness that certain product categories require.
The table below compares the two solutions across key parameters.
| Parameter | Doypack / pouch | Rigid packaging |
|---|---|---|
| Weight and material | Low, thin film | Heavy, plastic or glass |
| Transport and storage | Compact, space-saving | Bulky, higher logistics costs |
| Protection and dispensing | Good barrier, limited dispensing | Precise and repeatable dispensing |
| Recyclability | Better with single-material solutions | Well-established for glass and single-material plastics |
| Perception | Modern, practical, sustainable | Solid, premium, structured |
The most effective combination often brings the two worlds together. The rigid container underpins the initial purchase and the range’s image, whilst the doypack is used for refills and service-sized packs, offering consumers a practical, lower-impact option.
Frequently asked questions
What is a doypack?
A doypack is a flexible pouch with a gusseted base that stands upright on its own once filled. It is made by laminating several thin films, including n barrier layer that protects the formula. It combines lightness, a compact footprint and a good surface area for printing and brand communication.
Which cosmetics can be packaged in pouches?
Pouches are suitable for face and hair masks, scrubs and rinse-off products, bath salts, powders and solid cosmetics such as shampoos and soaps. They also work well for samples, travel kits and refills of products sold in rigid containers, whilst they are less suitable for formulations that require precise dosing.
Are doypacks recyclable?
Traditional doypacks, made from different laminated materials, are difficult to recycle. However, there are now single-material versions made from polyethylene or polypropylene, designed to fit into existing recycling systems. The choice must strike a balance between protecting the formula, aesthetic appeal and the material’s actual recyclability.
Are doypacks cheaper than rigid packaging?
Doypacks significantly reduce transport and storage costs thanks to their low weight and compact size, as well as using less material. The unit cost depends on the format, finishes and accessories chosen, but in general, flexible packaging is more economical than rigid containers for the same product.
