Packaging design has a significant impact on customers' purchasing decisions. This is especially important in competitive industries like cosmetics, where a standout design can be the key to success.
However, with so many cosmetic brands available today, it can be challenging to get noticed. This article provides luxury cosmetic packaging design examples to inspire companies to invest in their packaging's look and make the right impressions on their target audience.
Table of Contents
12 Cosmetic Packaging Designs That Foster Strong Brand Identity
- Milk Makeup
- Kjaer Weis
- Miller Harris Tender
- Rael Face Masks
- Fenty Beauty
Here are some of the most inspiring packaging designs that foster a strong brand identity:
Glossier's skincare packaging is sleek, clean, and minimal. The beauty brand was one of the first to jump on the minimalist bandwagon, and they've been rocking it ever since. Its simple, subtle, and stunning designs are visually pleasing and serene.
These cosmetics consist of an extreme amount of white space and solid, simple, and black typography. There's a shine that catches the eye and brightness that pulls you in and keeps you wanting more.
Simple lines, bright colors, and cleanliness to the overall organization are all key aspects of minimalist design. And these Glossier designs embody these qualities in a stunning display of visual elegance and clarity.
Simplicity in cosmetic packaging design has been a growing trend lately, with many other brands like CoverGirl and Milk capitalizing on these design trends. With elements like clean, white backgrounds, solid and simple typography, and subtle shines, this makeup packaging is a real winner.
Nars is known as an industry leader in beauty products that leave an impression. Its new 18-piece collection of lipsticks, eye shadow palettes, and blush shades comes in a limited edition that is named after the most inspiring woman in François Nars’ life, his mother, Claudette Augustine.
As a dark and moody brand, the company’s new luxury cosmetic packaging design pairs beautifully with its logo and the graphic crimson star, heart, and butterfly prints.
This simple, minimalistic design is extremely seductive and has an edge to it that helps elevate it from the competition. It's moody, with a dark and mysterious personality that refuses to be ignored. These Nars’ psychedelic makeup packaging designs are sure to turn heads.
3. Milk Makeup
Milk Makeup's futuristic cosmetic packaging design is bold and in your face. This brand uses a bright, eye-catching silver color that shines for most of its packaging. This, plus a bold, white sans-serif typography, makes for a cosmetic packaging design that is as beautiful on the outside as it is on the inside.
Milk keeps its design simple and minimal. Whether selling lipstick or a face mask, the packaging and its design remain consistent. This brand makes heavy use of white space, clean typography, and minimal text to create a makeup line that lets you decide how to use it.
If you're looking for a makeup brand that knows what it's doing and doesn't go overboard with its design, Milk is the brand for you. This packaging is an exciting display of how minimalism can make an impact and turn an otherwise simple product into one that could be seen in a display case.
Benefit is a funky cosmetic brand whose design is inspired by vintage influences.
Pinup girls line most of the products — cute and intricate drawings of beautiful, happy-go-lucky women straight out of the 1920s. This imagery is extremely engaging and adds a playful edge to the design as a whole.
This brand also takes advantage of bright and exciting colors. Pinks, whites, and silvers are the main colors used here, either working as a background color, as an accent, or in the typography. This cosmetic packaging design really pops because of the imagery, vintage vibes, and enthusiastic use of color. They keep this theme consistent across all of their packaging.
It's obviously much easier to tell a story on a tin or box than it is on a tube of mascara, but Benefit is able to weave this story and these characters across all of its product offerings to align itself as a brand that is fun, cool and in touch with the times.
This cosmetic packaging design by Mor is sophisticated and stunning. Soft pinks and subtle whites make up the backdrop for the works of art that line these boxes, perfume bottles, lip balms, and lotions.
Mor went a more traditional route with its package design, opting for luxury and refinement in its imagery, logo design, and color choice.
Mor’s logo stands strong on all of its products, with a large M written in fancy, curly font and made up of a regal gold color. This M is then surrounded by a golden wreath that exudes class and splendor. For many of its products, this is the only imagery included, set against a pink background that gives off a very feminine vibe.
But its other packaging includes some more intricate design elements that stand the test of time. A floral theme is definitely present here, whether we're talking about the logo design or the packaging itself.
A floral pattern and design are included on many of the products, with deep greens, soft purples and subtle pinks adding depth and an earthy quality to the packaging. These flowers are gorgeous and really heighten this design by adding another layer of majesty to it. They don't even look like cosmetics, and that's the point.
6. Kjaer Weis
Kjaer Weis went the modern route with its cosmetic package design, playing with shape and material to create a cosmetic line that looks different than everybody else.
The brand has a full line of products, from blushes and foundations to lipstick, but what makes these so interesting is the consistency in its design. All of Kjaer Weis's products are made in a minimal fashion, with little text and little imagery to speak of. The one element that ties them all together is the logo which is sleek, cool, and sophisticated.
The wordmark is embossed into the metal of the packaging, but adjacent to it is the big, bold, and in-your-face logo. This monogram is also embedded in the metal, though the letters aren't embossed in their entirety.
Kjaer Weis uses geometric shapes and patterns to create an abstract monogram that stands out for its unique shape and the white color that makes it up. This simple yet modern design is immediately engaging.
The shape of the makeup packaging design is authentic. A metal tin holds the product in a square shape, with one of the corners cut off, giving it a very edgy feel.
And the way this product opens is also unique. It's not your traditional blush, where you open it like an oyster. Instead, you can slide the cover-up, making this look like an old-school lighter or something edgy like that.
These face masks by When make wearing silly face masks even more fun. Whether you're having a spa day with friends or by yourself, these colorful packages will give you something to look forward to.
The individual masks are wrapped in colorful and bright packaging. Purples, blues, greens, oranges, and pinks are just a few of the vivid colors that work to make a statement with these designs. Instead of using color to add an exciting accent, these colors make up the entire background, with the quirky When’s logo in a complementary color.
The shape of this logo is also a fun one. It's just a simple wordmark, in a lowercase sans-serif font. But the H in the design reaches up towards the top of the design, and the N reaches down to the bottom. It's a unique and silly way to play with brand typography to create an eye-catching design.
In white, plain font, there is an additional copy underneath the logo further, explaining the face mask and its purpose. A minimalistic clock design tells users how long to wear the mask as well. This is a subtly simple, yet interactive and enthusiastic cosmetic packaging design that certainly stands out on the shelves.
The design doesn't stop there, though. These face masks are packaged in modern, clean white little boxes. The logo stands the same, only on these boxes they are written in shiny silver font. There's a cutout on the sides of this box that adds a pop of color that matches the packaging within. And a colorful image sits on the box to add playfulness and friendly approachability.
ColourPop walks the line between modern and minimalistic, and elegant and dreamy. Whether looking at their eyeshadow color palettes or their lipstick, there's a regal yet flirty quality to these product designs.
The brand plays with color and imagery in each of its product packagings. While some use creamy and fluid matte colors and enchanting designs, others add an exciting sparkly and glitz and glam. There are even some designs that are simple, straightforward, and minimalistic.
There's a lot of variety here, which sometimes can seem distracting or offer a disjointed brand identity. But with ColourPop, it just works. Each package has its own identity and theme and, just like each product, is supposed to get you into a different mindset.
Some products are created for a night out on the town, while others are created for a subtle and simple morning in. These products do a great job of selling their own stories, and they use unique and personalized designs to get these ideas out there.
The only aspect holding these products together is the bold, sans-serif typography and ColourPop wordmark. But this brand rocks it.
9. Miller Harris Tender
Miller Harris went for the wow factor in this perfume packaging. Instead of going for subtle, soft, and elegant, Miller Harris went for bright, bold and abstract.
These perfume boxes are made up first with a clean, matte background. They come in either white or black, but they're soft, mysterious, and alluring.
At the bottom of the packaging, there is a kind of abstract painted quality that looks like wet paint. Lines fall up the designs, looking like wet paint dripping on a wall — only in this design, it's trickling upwards.
The design that lines the bottom of this box is abstract but has a floral quality to it that makes it look like a multicolored flower. Pinks, blues, reds, greens, oranges, and white make up this unique and eye-catching design. And this colorfully playful design is mimicked within the box as well.
You don't want to look away. You almost don't even want to open this box and take out the bottle of perfume.
10. Rael Face Masks
Fresh, clean, and bright — these are a few words used to describe Rael face masks, both in their usage and in their design. These soft and sweet boxes hold within them face masks that purify, and the designs give off the quality as well through its use of pastel colors, floral imagery, and simple text.
Pastel colors make up the background of these cosmetic packaging designs. It's a soft, matte color that adds depth and further emphasizes softness.
A letter makes up the main design, depending on the ingredients within. And these letters aren't just plastered on the boxes. They are created in a floral fashion, taking on the identity of vines and flowers with fruit hanging off of them.
There is an additional copy on these boxes, but it is small and simple. Thin, sans-serif copy gives further explanation about the masks and what they can accomplish. And this simplicity adds an elegance that can't be ignored.
SKI-II’s limited edition XOXO PITERA facial treatment essence is inspired by happy reunions of love, hugs, and kisses. This cosmetic packaging design has a red matte background and emphasizes the brand’s bright logo with clean lines of words.
The bold, gold typography that covers the whole packaging seeks attention and tells consumers that this might be just the perfect gift for the upcoming Valentine’s Day.
The XOXO Pitera facial treatment essence comes in a luxury cosmetic packaging design that celebrates love which is why the red color prevails.
12. Fenty Beauty
The new collection of Rihanna’s famous brand Fenty Beauty of slip shine sheer shiny lipsticks comes in a creative yet minimalistic makeup packaging design.
The brand played with the form of these products, and their designs stand out mostly for their clever geometric shape which makes them stand out on the shelves. With an interesting hexagonal shape and clean, bold typography representing the company logo, these designs embody Rihanna’s personality of taking risks and pushing boundaries.
This luxury cosmetic packaging design is inclusive yet simple and minimal. Its elegance and chic look and feel make these products soft and inviting.
Still not sure how to approach your packaging design? Let's review the basics.
Cosmetic packaging design is the process of creating containers' design for beauty products.
This may involve the design of shapes, colors, typography, logos, images and other visual elements for different types of packages like:
- Airless bottles
Professional cosmetic packaging companies combine their creativity and technical skills to help businesses in the beauty sector get a package design that:
- Conveys their brand promise
- Reinforces their brand identity
How To Design Cosmetic Packaging That Sells
Building a loyal and engaged community around your brand can be a tricky process. The competition is fierce and modern consumers are as picky as never before. However, whether you are a brick-and-mortar beauty brand or a digital store, there is one key physical touchpoint that comes first: packaging.
An authentic cosmetic packaging design can make all the difference. It will stand out on the shelf and get your beauty products into your customers’ bags. Follow these key steps to designing packaging that sells:
- Define Your Ideal Buyers
- Establish a Brand Positioning
- Create a Mood Board
- Choose a Packaging Type
- Determine the Packaging Dimensions
- Design the Visual Elements
1. Define Your Ideal Buyers
Whether you have in-house graphic designers or you will consider the help of professional packaging design companies, the initial step to take before you start the actual design is to define your ideal clients. Considering factors like what problems your products solve, who they are for, what their demographics and psychographics are will help you create a design that resonates with the right audience.
2. Establish a Brand Positioning
As we previously mentioned, the cosmetic industry is a competitive one. It means that you as a business will compete with many other brands that sell similar products. However, a key factor that will help you stand out is your brand positioning or how you present your company on the market. Determine what personality you want to portray to your audience to find out what elements to use in your cosmetic packaging design.
3. Create a Mood Board
This step serves as an inspiration for your brand’s visuals and helps you understand how you want your consumers to perceive your product. Simply search online for images, fonts, colors and other elements that you feel embody your brand personality. These will serve as ideas for the design process.
4. Choose a Packaging Type
Depending on the type of product, decide what packaging you will use. Whether it will be a dropper, sprayer or pump, ensure it makes sense and follows the packaging standards. For instance, body lotions would normally be put in airless bottles and liquid face powders in droppers.
5. Determine the Packaging Dimensions
In this step, a few aspects should be considered including the precise shapes and sizes of your product container. Your designers will help you adjust these dimensions and based on your budget they will determine the quality and material of the packaging.
6. Design the Visual Elements
Finally, during the last step of the packaging design process, your designers will create the visual elements that represent your brand and products. These include logo, colors, images, typography and other aspects that represent your personality and identity.
Four Key Elements of Cosmetic Packaging Design
Cosmetic packaging design involves various elements that help attract customers’ attention. Some of the essential elements of cosmetic packaging design include:
The shape of the packaging is probably the first thing a customer notices. It should be visually appealing and stand out on the shelf while communicating the product's function and brand personality.
The shape of cosmetic packaging can vary from simple to complex, depending on the product's requirements and target audience. For instance, skincare products such as creams and lotions often have a cylindrical shape that is easy to use and store. On the other hand, fragrances and makeup products often have a unique and stylish shape that reflects the product's luxury and premium quality.
Color is one of the most critical elements of cosmetic packaging design. It is an essential tool to communicate the brand message, create brand recognition, and evoke emotions in the customer.
Colors can influence customer behavior and perception of a product. Therefore, it is crucial to choose the right colors for cosmetic packaging design that align with the product's purpose and brand image.
Color consistency is also crucial in cosmetic packaging design. The colors should be consistent and compatible with the brand's logo, packaging, and other brand elements. This creates brand recognition and helps customers associate the color with the brand.
Typography refers to the font style, size, and layout used for text on the packaging. As such, it plays a crucial role in communicating the brand message and product information.
The typography must be consistent with the brand's personality and image. For instance, if the brand is targeting a youthful audience, a fun and playful font style may be more effective. On the other hand, if the brand is promoting luxury and elegance, a sophisticated and refined font style may be more appropriate.
Aim for a well-designed typography layout to create a hierarchy of information that guides the customer's attention. The product name and brand logo should be prominent, while other information such as product benefits and features must be well-organized.
The material used for cosmetic packaging design is an essential element that can impact the product's functionality, aesthetics, and sustainability. It should align with the product's purpose and brand image.
For instance, glass and high-quality plastics are often used for premium and luxury skincare and fragrance products. On the other hand, lightweight and flexible plastics are more common for everyday use products such as shampoo and body wash.
Choose a material that will provide adequate protection for the product. Skincare and fragrance products may require airtight packaging to prevent oxidation, while makeup products may require spill-proof packaging to prevent spills and leaks.
Customers are increasingly concerned about the environmental impact of packaging waste. Therefore, brands are using eco-friendly materials such as biodegradable plastics, recycled paper, and glass to reduce the environmental impact of packaging waste and score some extra points in the customer’s eye.
Cosmetic Packaging Design: Key Takeaways
The cosmetic industry has evolved to highlight the inner beauty and cosmetic packaging has followed suit, becoming more open, clean, and consumer-focused. These 12 cosmetic package designs showcase trends in the industry, including minimalism, vintage, and colorful designs. The examples balance sophistication and quirkiness, inspiring competitors to emulate their success.
Cosmetic Packaging Design FAQs
1. What is the best packaging for cosmetics?
Most cosmetics come in containers made of glass or polyethylene terephthalate (PET) materials. However, the best packaging for cosmetics depends on the product's purpose, formulation, and brand image.
Consider factors such as functionality, protection, aesthetics, and sustainability when selecting packaging for cosmetics. Tubes, jars, pumps, and compacts are some examples of packaging types commonly used for cosmetics.
2. What is a popular trend in packaging?
One of the most popular trends in packaging is sustainability. Customers are increasingly concerned about the impact of packaging waste on the environment and are looking for brands that prioritize sustainability in their packaging.
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