More than Skin Deep: How Packaging Shapes the Beauty Industry

Let’s be real - packaging sells the product before the formula even gets a chance. If it doesn’t catch your eye, feel good in your hands, or clearly tell you why you need it, you’re moving on.

The best beauty brands know that great packaging isn’t just about aesthetics - it needs to work hard. According to Behaviorally’s Power of Packaging (3rd Edition), effective packaging grabs attention (Be Seen), stands out so it’s easily found (Be Shoppable), draws shoppers in by communicating its benefits (Be Seductive), and ultimately convinces them to buy (Be Selected). When packaging delivers on all four, it does more than sit on the shelf - it drives real results.

So, let’s break down how brands are absolutely killing the packaging game with some seriously good examples you might already love (or need to add to your wish list).

1. It Needs to Catch Your Eye in a Split Second

We’re all guilty of judging a beauty product by its cover. The right packaging makes you stop, look, and want to pick it up - whether it’s on a store shelf or your TikTok feed.

✨ Example: Moonlight Highlighter – espressOh

EspressOh gets this. Their packaging is minimal but bold, with a clean aesthetic that looks effortlessly cool. It’s the kind of thing you want to pull out of your bag just to show off. No clutter, no distractions - just sleek, modern design that feels fresh and fun.

💦 Example: ICONIC London Prep-Set-Glow

This setting spray is literally made for beauty flat lays. The clear bottle lets the shimmering liquid steal the show, proving that sometimes, the best packaging is about letting the product speak for itself.

Takeaway:

Bold typography + minimalist design = instant brand recognition.
See-through packaging? Genius. It builds trust because you know exactly what you’re getting.
The Social Media factor matters - if it looks good in a feed, it’s already winning.

2. It Should Make You Want to Hold It

Good packaging isn’t just pretty - it makes you want to touch it, open it, and experience it. Whether it’s the weight of a luxe bottle or a fun shape, the way a product feels in your hands is part of the appeal.

💎 Example: Viktor & Rolf Flowerbomb Haute Couture

This perfume bottle is basically a work of art. It’s shaped like a diamond grenade, which totally fits the whole “explosive floral” concept. You don’t just use it - you display it.

🌿 Example: Luna Daily the Everywhere Wash

Soft-touch packaging, pastel hues, and a minimalist font - it’s clean, modern, and totally aligns with the brand’s gentle, pH-balanced skincare message. You see it, and you instantly get that it’s designed to be kind to your skin.

Takeaway:

Shape matters. Unique designs make products memorable.
Textures add to the experience. Matte finishes, soft-touch bottles, or even metallic accents make packaging feel more premium.
Tell a story through design. Flowerbomb’s bottle screams powerful femininity. Luna Daily’s soft colors say gentle, skin-loving, effortless beauty.

3. It Has to Convince You It’s Worth It

You’re holding the product, you’re interested, but now it needs to seal the deal. Great packaging communicates value in a way that’s quick, clear, and compelling.

🌊 Example: Augustinus Bader the Rich Cream

If you’re going to drop serious cash on a moisturizer, you want to know it’s worth it. Augustinus Bader nails this by using deep blue, gold accents, and clean typography - it screams luxury meets science. And the messaging? "Clinically proven hydration and cell renewal." No fluff, just facts.

💖 Example: Charlotte Tilbury Beautiful Skin Foundation

Charlotte Tilbury’s packaging doesn’t just look glamorous - it’s informative. Right on the front, you get the details:
✔️ Hydrates for 16 hours
✔️ Contains hyaluronic acid & rose complex
✔️ Clinically proven to improve skin quality
This is what makes you go from “maybe” to “okay, I need this in my life.”

Takeaway:

Call out the key benefits upfront. No one wants to dig for the good stuff.
Trust signals work. Clinically tested? Dermatologist-approved? That’s what builds confidence.
Luxury should look AND feel expensive. Rich colors, elegant fonts, and weighty packaging all make a difference.

The Evolution of Packaging: Smarter, Greener, and More Interactive

It’s not just about looking pretty anymore - beauty brands are evolving packaging to be more eco-friendly, refillable, and digitally connected to speak to the consumers’ demands.

🌱 Example: L’Occitane Shea Intensive Hand Balm

L’Occitane is ahead of the game with recyclable aluminum tubes and eco-refill options. Beauty lovers want less waste, more sustainability, and this is how brands are delivering.

🔗 Example: Kérastase Genesis Serum Anti-Chute Fortifiant

Kérastase takes smart packaging to the next level with a QR code that connects users to personalized hair diagnostics, expert advice, and customized haircare routines. This kind of digital integration makes packaging more than just a container - it’s an interactive experience.

Takeaway:

Sustainable packaging is no longer optional. Customers want to feel good about their purchases.
Refillable beauty is the future. Less waste, more value.
Smart packaging connects physical & digital. Scannable codes keep shoppers engaged beyond the purchase.

Final Thoughts: Packaging = Your Brand’s Best Salesperson

Let’s sum it up: the best beauty packaging isn’t just about aesthetics - it’s about creating a moment. A moment that makes you stop scrolling, pick it up, and say “I need this.”

💡 Want to stand out? Make it:
✔️ Visually striking (bold, sleek, or totally unique)
✔️ Tactile & interactive (textures, fun shapes, luxe finishes)
✔️ Clear & compelling (tell me why I need it, fast)

At the end of the day, packaging isn’t just a box - it’s a brand’s first impression, biggest flex, and best marketing tool. And when done right? It turns browsing into buying.

Want to learn more about how packaging influences shopper behaviour? Contact us today to see how Behaviorally can help!

The Author

Erin Delehanty Circle Erin Delehanty is an Insights Manager at Behaviorally based in our Chicago office. With over seven years of experience in market research and five of those years focused on the beauty and personal care industry. Erin helps businesses across beauty, personal care, food, beverage, and retail better understand their consumers and present actionable insights that drive strategic decisions.