What are the four different types of paperboard?

How to choose the right paperboard for custom packaging boxes

When brands come to us for custom packaging—whether cosmetic boxes, rigid boxes, or premium retail cartons—the first question we usually get is:
“Which paperboard material should I choose?”

Choosing the right paperboard affects not only your box’s strength, appearance, and print quality, but also the unit cost, brand positioning, and unboxing experience.

Below is a complete, Google-optimized breakdown of the four most commonly used paperboard materials in the packaging industry: SBS, FBB, CCNB, and Kraft.

SBS is known as the gold standard for high-end packaging. Made from pure bleached wood pulp, it has the cleanest, brightest white surface.

Luxury cosmetics

Beauty and skincare cartons

Perfume boxes

Premium consumer goods

High-end custom printing

Ultra-smooth surface → perfect for high-resolution graphics

Best color accuracy for digital, offset, or specialty printing

Works well with foil stamping, embossing, spot UV, and specialty finishes

Excellent rigid strength despite being lightweight

If your product targets a premium, luxury, or high-trust audience, SBS gives the sharpest print and the highest visual impact.

FBB is widely used for cosmetic and pharmaceutical packaging. It has multiple layers, usually with a bleached top layer and natural fibers inside.

Skincare & makeup boxes

Beauty gift sets

Pharmaceutical packaging

Retail packaging requiring strength + cost efficiency

Stronger and stiffer than SBS

Cost-effective for mid to high-volume production

Excellent for folding cartons

Good printability without the high cost of SBS

If you need a balance between premium appearance and affordability, FBB is the best choice.

CCNB has a white coated front and a gray recycled interior. It is commonly used for mass-market packaging where cost is a priority.

Fast-moving consumer goods

Promotional boxes

Inner packaging

Budget retail packaging

Very low material cost

Acceptable print quality

Eco-friendly due to recycled interior

Suitable for large production runs

If you need visible packaging at the lowest price point, CCNB delivers the value you need.

Kraft paperboard is made from unbleached wood pulp and is known for its natural brown appearance.

Eco-friendly or sustainable brands

Organic/natural beauty lines

Handmade product packaging

Rustic or minimalist brand identities

Strong and tear-resistant

Natural brown color communicates sustainability

Works well with black, white, or metallic printing

100% recyclable

Choose Kraft when your brand prioritizes eco-friendly values, simplicity, or a natural aesthetic.

Here is a simple guide based on your brand needs:

You want a luxury look, sharp colors, and top-tier print finishes.

You need strong carton boxes with good print quality at a lower cost.

You want budget packaging for large quantity orders.

You value natural, sustainable packaging with a rustic feel.

As a professional packaging box manufacturer, we always recommend choosing the paperboard that matches your brand image, budget, and product positioning.

If you want:

professional recommendation

material samples

customized dieline + artwork support

high-end finishing like foil, embossing, or soft-touch coating

Just let me know — I can help you design a packaging solution that fits your product perfectly.