How To Create Cosmetic Packaging: Examples & Guide

For makeup packaging, aesthetics and visual appeal are paramount, as beauty-conscious consumers are drawn to designs that reflect their own style…

Yu Dai
January 3, 2025
Cosmetic Packaging Guide

For makeup packaging, aesthetics and visual appeal are paramount, as beauty-conscious consumers are drawn to designs that reflect their own style and aspirations. 

When Urban Decay revamped its packaging, it didn’t just focus on aesthetics—it aligned with the brand’s bold, edgy personality and its commitment to sustainability.

The results speak for themselves. After introducing the redesigned packaging, Urban Decay saw a 25% increase in sales for the revamped product lines.

Urban Decay Cosmetic Packaging Renovation
URBANDECAY

The new look resonated with both new customers and loyal fans, proving that modern consumers care about more than just the product itself—they want to know that their purchases align with their values.

This success reflects a broader trend in the cosmetics packaging industry. With the global market valued at $55 billion in 2024 and expected to grow to nearly $80 billion by 2032.

Well-designed, sustainable packaging is more crucial than ever for cosmetic brands.

How can you create effective cosmetic packaging that boosts sales? 

First,understand Your Target Customers

Your design choices should reflect your audience’s demographics, preferences, and purchasing behaviors.

Consider key demographic factors like age, income level and culture background. 

Age

Young consumers aged 18-25 might prefer bold, Instagram-worthy packaging, while mature customers often value elegance and functionality. 

Income levels

Income levels influence material quality and pricing strategy – luxury buyers expect premium materials like glass or metallic finishes.

Cultural background

Cultural background significantly impacts design preferences.

For instance, Asian markets often favor lighter, brighter packaging with detailed information, while Western markets might prefer minimalist designs. 

Online or Offline: Where Will Your Customers Buy?

The sales channel for your cosmetic product influences packaging design.

With online beauty sales expected to make up 48% of total industry sales, it’s crucial for packaging to shine both digitally.

For online sales, packaging needs to pop in product photos and be optimized for shipping.

The unboxing experience is key, with many brands adding personal touches like tissue paper or thank-you cards to delight customers.

Define Your Brand Identity

Creating effective beauty product packaging requires aligning with your desired brand perception.

Whether you’re positioning your brand as young and energetic, natural and sustainable, or luxury and prestigious, your packaging must consistently reflect this identity.

Inspiration from Iconic Cosmetic Product Packaging 

Let’s dive into how these iconic cosmetic brands packaging.

Get some inspiration that how these packaging help build their brand image, customer loyalty, and boost sales.

Fenty Beauty- For the Modern Consumer

Fenty Beauty


Launched by Rihanna, Fenty Beauty targets a diverse, multicultural audience primarily aged 18-35.

The brand’s inclusive message is reflected in its modern, sophisticated packaging design.

Fenty Beauty Cosmetic Packages

The hexagonal shape and soft-touch matte packaging with metallic accents create a premium yet approachable feel.

Fenty

The brand’s signature neutral tone with metallic highlights presents a contemporary, gender-inclusive aesthetic.

Typography features clean, sans-serif fonts that maintain readability while conveying modernity.

The choice of recyclable materials appeals to environmentally conscious consumers.

Silk screening for logo

Hot foil stamping for metallic accents

Soft-touch varnish for the signature matte finish

GLOSSIER-Your Skin, But Better


Targeting millennials and Gen-Z consumers who value authenticity and simplicity, Glossier’s packaging embodies minimalist beauty.

Glossier Pink

Their signature pale pink color scheme with white accents creates a fresh, youthful appearance that photographs well for social media.

The brand uses a modern, simple sans-serif font that enhances their clean aesthetic.

Glossier Pr Unboxing

Their packaging often features recyclable plastic and glass containers with minimal decoration, reflecting their “skin first, makeup second” philosophy.

The overall design creates an accessible luxury feel that resonates with their digital-native audience.

CHANEL -Timeless Elegance

Chanel Cosmetic


Catering to luxury consumers who value heritage and prestige, Chanel’s iconic black and white color scheme exemplifies timeless elegance.

The packaging design, from their distinctive double-C logo to the clean lines and proportions, creates an unmistakable presence.

Chanel Cosmetic Store
CHANEL in store display with light

With 90% of sales occurring offline, Chanel’s cosmetic packaging design is carefully aligned with in-store lighting systems to amplify its luxurious appeal.

Materials: Heavy-weight glass, premium metal components, and lacquered finishe

Printing Techniques

Embossing

High-gloss UV coating

Metallic foiling

Milk Makeup – Vagan and Cool

Catering to Gen Z and younger millennials who value creativity, sustainability, and inclusivity, Milk Makeup’s packaging stands out with its urban, bold aesthetic.

Milk Makeup

The sleek, minimalistic containers feature clear acrylic and recyclable materials, with clean lines and subtle pops of bright colors to maintain a fresh, contemporary look.

The brand uses bold, modern sans-serif fonts, often with a street-style edge, to complement its youthful, experimental image.

Milk Makeup Holographic Packaging
MILK MAKEUP holographic accents

With unique packaging formats, such as the stick format for ease of application and holographic elements, Milk Makeup ensures that every product not only performs well but also makes a statement.

The emphasis on sustainability is reflected in the choice of materials and the minimalistic approach to design.

The Ordinary – Transparent Science

The Ordinary Packaging

Targeting skincare-educated consumers and value-conscious buyers from all age groups, The Ordinary stands out for its no-frills, clinical approach to packaging.

The brand’s focus on scientific formulations and transparency is clearly reflected in its minimalist packaging. Featuring black, white, and gray tones, the design is simple yet efficient, with no unnecessary embellishments.

The packaging for products like dropper bottles and airless pumps prioritizes the protection of active ingredients, ensuring optimal performance and efficacy.

The Ordinary Packaging Bottle

The use of an industrial sans-serif font lends a clinical, scientific feel, while the focus remains on practicality.

With clean lines and practical dispensing systems, The Ordinary’s packaging enhances the straightforward, honest brand image that has made it a favorite among skincare enthusiasts.

Printing Techniques: Simple, high-contrast labeling with industrial fonts, minimalistic design elements

Packaging Design Trends 

AR in Custom Makeup Packaging

Augmented Reality (AR) blends the physical and digital worlds, offering an immersive experience that enhances customer engagement.

In latest cosmetics packaging, AR allows consumers to access interactive product information by scanning QR codes or using AR-enabled apps. 

Dermalogica has integrated AR through a collaboration with Aircards, enabling customers to scan a QR code on the packaging to access a 3D animated experience.

This interactive feature educates consumers about the product’s benefits and ingredients while allowing them to share their experience on social media.

AR enhances the shopping journey by providing personalized, informative content that helps customers make informed purchasing decisions. By increasing engagement and adding value to the product experience, AR strengthens brand loyalty and encourages repeat purchases.

Sustainable Cosmetic Packaging

Growing Consumer Awareness


With approximately 70% of consumers expressing a preference for brands that use sustainable packaging (source: SmartSolve), sustainability has become a crucial factor in purchasing decisions.

As awareness of environmental issues rises, brands prioritizing eco-friendly packaging gain a competitive edge.

Consumers are increasingly choosing products that reflect their values, driving companies to adopt more sustainable practices.

Minimalist Design


A growing trend in cosmetic packaging is minimalist design, where brands eliminate excess components to reduce material usage.

Cosmetic companies design packaging that reduces waste and appeals to eco-conscious consumers.

This type of packaging offer both environmental benefits and a sleek, modern aesthetic. 

Refillable and Reusable Packaging

Kiehl S Refillable Beauty


Kiehl’s, known for its sustainable practices, offers refillable options in several product lines, including shampoo bottles and body lotions. This initiative helps reduce plastic waste while encouraging customer loyalty. Other brands like Lush have also adopted refillable packaging systems, offering reusable containers that customers can bring back for refills, further reducing their environmental footprint.

Responsibly Sourced Packaging Materials

To revise the description to align with packaging box terms and avoid depicting specific text, you could say:

"Close-up of a custom box showcasing origin labeling, sustainable printing logo, and environmental certification icons. The design highlights premium skincare product packaging.

Brands are increasingly turning to sustainable materials such as FSC-certified paper, bioplastics, and recycled plastics.

Many cosmetic companies now proudly commit to using 100% FSC-certified materials, often showcasing the logo on their label designs to highlight their eco-friendly efforts.

These efforts not only reduce waste but also enhance brand image among consumers who prioritize ethical choices.

Step-by-Step Guide to Cosmetic Packaging Design

Reserch on Packaging Needs


The whole design process begins with thorough preparation and research.

Start by analyzing your competitors’ packaging to identify market trends and opportunities.

Develop detailed buyer personas to understand your target audience’s preferences and behaviors.

Define your brand’s unique positioning and establish realistic budget parameters.

Research packaging regulations thoroughly to ensure compliance with cosmetic industry standards.

Understanding Packaging Layers

Urban Decay Cosmetic Packaging


Product packaging consists of three essential layers, each serving specific purposes.

Primary packaging, such as tubes or bottles, directly contains your product and must ensure product stability.

Secondary packaging, including folding cartons or rigid boxes, provides additional protection and brand presentation.

The outer packaging, typically corrugated boxes, ensures safe shipping while maintaining product integrity.

Custom Cosmetic Packaging Boxes

Graphic Design Element

Your packaging’s visual elements play a crucial role in brand communication. Let’s explore the key design elements and finishing techniques that can elevate your packaging:

Color Selection


Primary brand colors: Choose 2-3 main colors that reflect brand identity
Secondary colors: Select complementary colors for accents and details Consider color psychology and target market preferences
Ensure color consistency across different materials and printing methods

Typography and Logo


• Select fonts that align with brand personality
• Ensure readability at various sizes
• Strategic logo placement for maximum visibility
• Maintain consistent branding across all packaging elements

Special Finishing Techniques 

Finishing touches can elevate your packaging and make it truly stand out.

Left Side: Features an iridescent, textured surface showcasing a spectrum of rainbow hues. Right Side: Displays an embossed floral design on white paper accented by colorful elements.

Embossing/Debossing: Creates tactile, 3D effects

Foil Stamping: Adds metallic or holographic elements

Spot UV: Creates contrast with glossy elements

Soft-touch coating: Provides premium, velvet-like feel

Printing Methods


• Spot Color: For exact color matching and brand consistency
• CMYK Process: Standard four-color printing
• Digital Printing: Ideal for small runs and prototypes
• Screen Printing: For direct printing on containers

A Manufacture to Produce the Right Packaging

Partner with experienced manufacturers who offer tailored packaging solutions, helping you navigate technical details like dielines and box styles to achieve the perfect design.

And don’t forget about sustainability—using certifications like FSC can elevate your brand’s eco-credentials, showing your customers that you care about both quality and the planet.

Cosmetic Packaging Prouction


Create Prototypes


Start with physical samples to test how your packaging works in real life. Check everything from how it opens to how it looks on a shelf.

Get Customer Feedback


Let real people try your packaging. What do they like? What confuses them? Their honest opinions can help you avoid costly mistakes.

Test in Different Settings


Make sure your packaging works everywhere – in stores, during shipping, and in bathrooms. Test how it handles heat, light, and moisture.

Plan Production


• Know your timeline
• Check minimum order amounts
• Allow time for shipping
• Build in extra time for fixes

From concept to shelf, careful testing helps ensure your packaging not only looks great but works perfectly for your customers.

Your perfect packaging solution is just a conversation away.

Your amazing product deserves packaging that’s just as thoughtful as what’s inside.

It doesn’t have to be complicated—after this tutorial, you’ll have a clear vision for your product’s packaging.

Ready to take your packaging to the next level?

Share your ideas with us, and let’s chat about bringing your vision to life.

Let us handle the technical details of packaging, so you can focus on what truly matters: your product.

WITPAX

Coesmetic Packaging Boxes

12+ YEARS experience in cosmetic packaging

ISO 9001 Certification

FSC Certifies

Sustainable Pakcaging Options

Urban Decay Cosmetic Packaging