Beauty and personal care is one of the more diverse markets with lots of different product subcategories and players. In addition, these products are part of people?s everyday lives and, as a result, consumers in beauty and personal care expect more innovation not only in terms of products, but also packaging. Russian consumers expect packaging to be user-friendly, high-quality and attractive in terms of design. Thus, manufacturers are putting a lot of effort into packaging innovation. Packaging manufacturers drive innovations in terms of functionality of packaging, whereas product manufacturers are the drivers in terms of design, in order to make their product stand out on the shelves and attract more customers. International players are more active in terms of packaging innovation, as they are trendsetters not only in Russia, but also in more developed Western markets. However, local players also understand the importance of innovation in terms of packaging and introduce new packaging solutions to Russia from abroad, especially those partnered with foreign packaging manufacturers. Nevertheless, it is hard to introduce innovative solutions to the market without the support of large marketing budgets, which is one of the problems for domestic manufacturers. Packaging innovation also helps manufacturers to cope with counterfeit products, as it is quite hard to replicate various innovative solutions, especially those in premium product lines.