Starting a packaging project the right way sets the tone for a cohesive, functional, and beautiful outcome. Whether you're working solo, with a designer, or collaborating across teams, here's a step-by-step guide to kick things off.
Before you can design effective packaging, you need a deep understanding of the product itself. Packaging isn’t just about aesthetics—it’s about protecting, preserving, and enhancing the user experience. Start by asking key questions about the product's physical and functional characteristics:
What is the product? Is it a lightweight serum, a thick balm, a foaming cleanser, or an oil-based elixir? Each type of product has different needs when it comes to storage, application, and shelf presence.
What’s its texture, weight, and shelf life? Is it watery or viscous? Lightweight or rich and dense? These factors will impact the type of container (tube, jar, bottle), the material (glass vs. plastic), and the closure system (pump, dropper, twist cap). Shelf life also affects packaging—products with active ingredients may require airless containers or UV-blocking materials to maintain efficacy.
Does it need protection from external elements? Exposure to air, light, or bacteria can compromise product integrity. If your formula is sensitive (think: vitamin C, retinol, or botanical extracts), you may need opaque or tinted packaging and airtight seals to keep it fresh.
Is it travel-sized, refillable, or meant for everyday use? Consider how and where the product will be used. A cleanser used twice a day should have a comfortable grip and easy dispensing. A luxury oil might benefit from a glass dropper for precision. Travel-friendly products should meet TSA sizing and have leak-proof closures.
Once you’ve defined the nature of your product, the next step is selecting the right packaging format—one that protects your product, enhances its appeal, and aligns with your brand values. Beauty packaging is more than just a container; it’s a layered experience that includes primary, secondary, and sometimes tertiary packaging.
Primary Packaging: This is the first material barrier between your formula and the outside world. It's what your customer interacts with every day.
Secondary Packaging: This layer offers protection during shipping and display, but also plays a big role in branding and storytelling. It’s often the first visual impression a customer has—especially in retail or during unboxing.
Pro Tip: Think about material feel, finish (matte, gloss, foil), and recyclability to create a branded, sustainable moment of discovery.
Tertiary Packaging: This layer ensures your product arrives safely while creating a branded unboxing experience—especially crucial for DTC (direct-to-consumer) brands.
The materials you choose for your packaging say as much about your brand as your logo or product itself. Today’s consumers are increasingly conscious of not only what’s in their products, but also what it comes in. From sustainability to sensory experience, every material choice should reflect your brand values, product needs, and customer expectations.Thoughtful material selection can elevate your product’s look and feel, reinforce your commitment to the environment, and help build lasting trust with your audience. Here are some things to look for in packaging materials.
Sustainability: More and more consumers are looking for brands that care about the planet. Consider materials that are:
Tactility & Sensory Experience: Beauty is a sensory-driven category. The feel of your packaging—whether soft-touch, textured, weighty, or ultra-minimal—can impact how “premium” or trustworthy your product feels in hand.
Aesthetic Appeal: Materials influence color vibrancy, print quality, and finish options. A frosted glass bottle, for example, conveys a different mood than a high-gloss plastic tube. Make sure your materials support your visual identity. Popular materials for conscious packaging include:
Once you’ve established the right format and materials, it’s time to bring your packaging to life through visual identity. This is where form meets feeling—where your brand story, values, and personality are translated into design elements that your customers can see, feel, and connect with instantly.Your packaging isn’t just a vessel for your product—it’s an extension of your brand universe. From logo placement to color and texture, each detail contributes to the overall experience and communicates who you are at a glance.
Logo & Brand Name: Your logo is your signature. On packaging, it must be:
Typography: Typography sets the tone—clinical, artistic, friendly, or luxurious.
Color Palette: Color plays a huge role in perception. It can differentiate product lines, reflect ingredients, or evoke emotions.
Imagery, Illustration, or Pattern: While not essential, visual elements like botanical illustrations, abstract patterns, or ingredient motifs can:
Texture & Finish: This is where packaging becomes tactile—and unforgettable.
When designing your packaging, the words you choose matter just as much as the visuals. On-pack copy serves as both functional and persuasive communication, guiding customers on how to use your product while reinforcing your brand's values. Here’s what should go on the packaging—and how to approach each element with care:
Product Name: The product name is often the first thing customers see, and it needs to be:
Benefits & Key Ingredients: Highlight the core skin benefits and standout ingredients that will resonate with your target audience.
Directions & Usage: Clear instructions are essential for customer satisfaction and product efficacy.
Ingredients List (INCI Format): In the beauty industry, the ingredient list is required by law and ensures transparency.
Net Weight/Volume: This is often legally required and helps customers understand the value they’re receiving.
Manufacturing Info: Include details about where and how the product is made, especially if it’s relevant to your brand’s ethos (e.g., hand-made, small-batch, or local production).
Batch Number & Expiration Date: This is critical for quality control and product safety.
Legal Information: There are several legal requirements that might apply depending on your product's claims and market. These are essential for both compliance and consumer trust.
Before moving to full production, it’s crucial to prototype and test your packaging:
In conclusion, designing beauty packaging is about more than just aesthetics—it’s about creating an experience that reflects the brand's identity, attracts the target audience, and communicates value at a glance. By balancing visual appeal with functionality, sustainability, and storytelling, beauty brands can craft packaging that not only protects the product but also leaves a lasting impression.
