72% of American shoppers claim that packaging design influences their buying decisions.
That’s proof that design matters and companies need to start doing more to invest in their packaging’s look to ensure they’re making the right impressions on their target audience.
Particularly, when it comes to competitive industries like cosmetics, which is a multi-billion business, having a design that stands out can be the key to success.
But with the dozens of cosmetic brands available today, it can be challenging to get noticed.
In this article, we listed the best cosmetic packaging design examples to help you get inspired.
Before we dive into these outstanding designs, let’s see what cosmetic packaging design is and why it matters.
Table of Contents
What Is Cosmetic Packaging Design?
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:
- Tubes
- Pumps
- Sprayers
- Jars
- Airless bottles
- Droppers
- Compacts
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
12 Cosmetic Packaging Designs That Foster Strong Brand Identity
According to Statista:
“Given the size of the cosmetics market in the United States, consumers are faced with nearly unlimited options in terms of which brands to purchase.”
While several brand names stand out as popular, having a cosmetic packaging design that stands out can help businesses get noticed, raise customer interest and reinforce their identity.
Here are some of the most inspiring packaging designs that foster a strong brand identity:
#1: Glossier
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.
These 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.
#2: Nars
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.
#4: Benefit
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.
It is unique, calming and beautiful and 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.
#5: Mor
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.
The 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.
Mor’s cosmetic packaging designs are gorgeous and splendid. 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.
#7. When
These When’s face masks make wearing silly face masks an even more fun time. 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 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.
#8: ColorPop
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. Each package, just like each product, is supposed to get you into a different mindset.
Some products are created for a night out on the town and others are created for a subtle and simple morning in. These products do a great job at selling their own stories, and they use unique and personalized designs to get these ideas out there.
It's a creative take on cosmetic packaging design, giving each product its own identity.
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 falling down a wall -- only in this design, it's falling 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.
It's stunning, bright and beautiful. 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 - those are a few words used to describe these 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.
These designs are subtle and gorgeous.
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.
#11: SK-II
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 Rihana’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 shaping and clean bold typography that represents the company logo, these designs embody Rihana’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.
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: 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.
- 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 how you position 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.
- 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.
- 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.
- Determine the packaging dimensions: During 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.
- 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.
The Best Cosmetic Packaging Companies Of 2021
The best cosmetic packaging companies of 2021 are:
#1: Digital Silk
Digital Silk is a creative digital agency that helps brands grow online. They specialize in building brand strategies and strong identities for various business fields.
The agency believes that a brand is a promise about the experience shoppers purchase. Therefore, they build strong packaging designs that drive emotional responses, loyalty and engagement.
Read Digital Silk’s' DesignRush reviews here
#2: Anchour
Anchour helps underdogs and challenger brands build impactful brands. They are a digitally-focused branding firm based in Maine.
Tucked away from the noise and the hype, Anchour focuses on the fundamentals of building successful businesses: strategic thinking, hard work, and honest results.
Read Anchour's DesignRush reviews here
#3: Art Fresh Inc.
Art Fresh is a multi-award winning full-service branding agency. They provide high-quality services that include market research, marketing strategy, naming, branding, content marketing and social media support.
They also specialize in top quality packaging and exclusive web design.
Read Art Fresh's DesignRush reviews here
#4: Murmur Creative
Murmur Creative is a branding, packaging and web agency that specializes in the food and beverage industries.
At Murmur, their goal is always to elevate the businesses and organizations they work with and enrich communities through their work and their relationships.
The company works with like-minded organizations that believe in a holistic approach to branding and design. They are strategists. They are partners. And they are dreamers.
Read Murmur Creative's DesignRush reviews here
#5: ZIGMA8 | 360º creative Communications
Summed up simply, ZIGMA8 integrates and implements 360º creative communication solutions in Iran.
Outside of Iran, this term might be divided into branding, advertising, PR or media solutions and have words such as digital or events added, but Iran, for multiple reasons, is different.
For over 15 years, they have mastered those disciplines individually – integrating international standards where appropriate, and local practices where necessary.
Read ZIGMA8 | 360º creative Communications' DesignRush reviews here
How The Best Luxury Cosmetic Packaging Designs Are Changing The Look And Feel Of The Makeup and Skincare Industry
The cosmetic industry has ebbed and flowed in recent years, transforming itself from a product used to hide and conceal, to a product that aims to highlight your inner beauty and grace.
Cosmetic packaging has followed this trend, becoming more open, clean and consumer-focused.
Cosmetic brands are changing their identity to be the products consumers are demanding — products that come from a good place and have a healthy purpose.
These 12 cosmetic package designs highlight existing as well as emerging trends in the beauty industry. They are fun, clean and colorful. They are minimalistic and vintage. They are exciting, simple and magnificent.
These brands strike the perfect balance of sophisticated and quirky, and many competitors are trying to emulate their successes.
If you’re looking for even more design inspiration, look no further than these stunning package designs on DesignRush.
Plus, we've got plenty of incredible packaging agencies that can create a product your consumers will covet!
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