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.
1. Understand Your Product Inside & Out
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.
2.Choose the Right Packaging Format
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.
- Common formats include:
- Glass bottles – Luxurious, eco-friendly, and great for oils, serums, and toners.
- Airless pumps – Ideal for products with active ingredients that degrade with exposure to air.
- Aluminum tubes – Lightweight, recyclable, and perfect for creams or gels.
- Droppers or roll-ons – For precise application and premium feel.
- Jars or compacts – Common for balms, masks, and multi-use products.
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.
- Options include:
- Folding cartons – Cost-effective and customizable for different product lines.
- Rigid boxes – Premium feel for luxury products or gifting.
- Pouches or wraps – Minimalist and eco-conscious alternatives for simple products.
- Sleeves – Lightweight way to add branding without full boxing.
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.
- Elements might include:
- Mailer boxes – Custom-printed or kraft, designed to hold multiple products securely.
- Filler – Shredded paper, crinkle wrap, or molded pulp to cushion items.
- Tissue paper & stickers – Add a branded, personal touch.
- Thank-you cards or inserts – Offer education, QR codes, or promos.
This is your chance to surprise and delight, but also to minimize waste and align with your sustainability goals.
4. Select Materials Thoughtfully
The materials you choose for your packaging say as much about your brand as your logo or product itself. Today’s beauty consumers are increasingly conscious of not only what’s in their skincare, 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.
What to Look for in Packaging Materials:
Sustainability: More and more consumers are looking for brands that care about the planet. Consider materials that are:
- Recycled or upcycled
- Recyclable, refillable, or compostable
- Made from renewable resources
- Low-waste or minimal in design
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 Beauty Packaging:
- Glass
Durable, non-reactive, and endlessly recyclable. Ideal for oils, serums, and high-end formulas. Can be clear, frosted, amber (for UV protection), or tinted for aesthetic effect. Adds weight and a sense of luxury.
- PCR Plastic (Post-Consumer Recycled)
A sustainable alternative to virgin plastic. Lightweight and shatter-resistant, ideal for shower-friendly products or brands aiming for more eco-conscious mass production. Can be reused or recycled again in many cases.
- Sugarcane Bioplastic (Bio-PE)
Made from renewable resources and considered carbon-neutral. Visually similar to plastic but with a lower environmental footprint. Great for brands looking to reduce reliance on petroleum-based materials.
- Aluminum
Lightweight, rust-resistant, and endlessly recyclable. Perfect for tubes, caps, and canisters. Also provides great barrier protection against light and air, preserving product integrity.
- FSC-Certified Paperboard
Paperboard sourced from responsibly managed forests. Great for outer cartons, inserts, and retail boxes. Can be finished with soy inks, water-based coatings, or left raw for a minimalist look.
Thoughtfully chosen materials not only protect your product—they extend your brand’s values into your customer’s hands.
5. Design the Visual Identity
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:
- Legible at all sizes (from travel minis to full-size bottles)
- Scalable for various formats (e.g., cartons, tubes, labels)
- Consistent across primary, secondary, and digital touchpoints
Placement matters—centered for luxury, off-center for modern, tucked for minimalism.
Typography: Typography sets the tone—clinical, artistic, friendly, or luxurious.
- Sans-serif fonts often feel modern and minimal
- Serif fonts can feel classic, sophisticated, or apothecary-inspired
- Use hierarchy wisely—clear distinction between product name, description, and ingredients
- Consider accessibility and legibility on small surfaces
Color Palette: Color plays a huge role in perception. It can differentiate product lines, reflect ingredients, or evoke emotions.
- Soft neutrals = calming, clean, organic
- Bold colors = confident, expressive, youthful
- Metallic accents = luxury, premium, attention-grabbing
- Make sure colors work across digital, print, and physical materials
Imagery, Illustration, or Pattern: While not essential, visual elements like botanical illustrations, abstract patterns, or ingredient motifs can:
- Help tell your product story
- Add texture and depth
- Distinguish between product lines or scents
- Create brand memorability
Texture & Finish: This is where packaging becomes tactile—and unforgettable.
- Matte finishes = modern, understated
- Glossy finishes = polished, high-shine
- Soft-touch coatings = elevated, sensorial
- Foil stamping, embossing, or debossing = premium details that catch the light and elevate perceived value
6. Craft On-Pack Copy
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:
- Clear and memorable: Make it easy for the customer to identify and recall. It should clearly convey what the product is.
- On-brand: Use language that aligns with your overall brand ethos. Whether it’s luxurious, playful, or clinical, the product name should feel like an extension of your identity.
Skin Benefits & Key Ingredients: Highlight the core skin benefits and standout ingredients that will resonate with your target audience.
- Benefits: Focus on how the product will improve skin (e.g., “hydrates,” “smooths,” “reduces redness,” etc.). Keep it succinct but impactful.
- Key ingredients: Mention the hero ingredients that make the product special (e.g., “Infused with Vitamin C,” “Powered by hyaluronic acid,” etc.).
- Positioning: Be sure the tone aligns with the product’s promise—whether it’s soothing, healing, anti-aging, or brightening.
Directions & Usage: Clear instructions are essential for customer satisfaction and product efficacy.
- Concise and simple: Clearly explain how to use the product—whether it’s a serum to apply in the morning or a mask to leave on for 10 minutes.
- Add specific advice if necessary: For example, “Use with sunscreen” or “For best results, apply after toner.”
- Consider language: If your brand leans toward minimalism, stick to one sentence. If it’s a beauty brand with a luxe edge, use more descriptive language.
Ingredients List (INCI Format): In the beauty industry, the ingredient list is required by law and ensures transparency.
- INCI format (International Nomenclature of Cosmetic Ingredients) is the standardized format for ingredient lists, and it’s crucial for regulatory compliance.
- Tip: Make sure ingredients are listed in descending order based on concentration (highest to lowest). If your formula has botanical extracts or active ingredients, highlight them—but always ensure the list is complete and accurate.
Net Weight/Volume: This is often legally required and helps customers understand the value they’re receiving.
- Clearly state the net weight or volume (e.g., “50 mL / 1.7 oz”).
- Make sure the measurements align with the product size and country regulations (e.g., ounces in the U.S., milliliters in Europe).
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).
- Manufacturer name and contact details may be required for certain countries.
- If the product is produced in a specific region that is a key part of your brand story (like “Made in Italy” or “Crafted in California”), make sure to highlight it.
Batch Number & Expiration Date: This is critical for quality control and product safety.
- Batch number: Helps track the product’s production batch in case of issues, recalls, or inquiries.
- Expiration date: Essential for products with limited shelf life or actives that degrade over time. Ensure it's clearly visible and complies with regulations in your market.
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.
- Cruelty-free, vegan, or non-GMO certifications: If applicable, make sure these are clearly stated, often on the front or back of the packaging.
- SPF information: If your product contains SPF, it must meet regulatory guidelines for sunscreen products (e.g., FDA requirements in the U.S.).
- Barcodes: Necessary for retail sales and inventory tracking. Ensure it's in the right spot to be scanned easily.
- Certifications: Make sure all relevant logos, such as USDA Organic, Fair Trade, or B Corp, are clear, concise, and placed appropriately.
7. Prototype & Test
Before moving to full production, it’s crucial to prototype and test your packaging:
- Create print prototypes or 3D renders to visualize the design.
- Evaluate the packaging for usability: How does it feel in hand? Is it easy to open, dispense, and ship?
- Gather feedback from customers or your team to understand their experience with the packaging.
- Use this phase to refine details like colors, finishes, layout, and closure mechanisms to ensure a polished final product.
8. Work with a Manufacturer
- Provide dielines and final artwork files to the manufacturer.
- Approve print proofs and samples to ensure everything looks and functions as expected.
- Confirm production timelines, minimum order quantities (MOQ), and shipping logistics to avoid delays.
Request a press check or high-resolution proof before proceeding to final production to ensure quality and accuracy.
