Creating a skincare, beauty or wellness product? Here’s what you really need to know about packaging design

When you’re launching a new skincare, beauty or wellness product, it’s easy to get caught up in the excitement, finalising formulas, sourcing materials, building a brand presence. But too often, packaging design becomes a last-minute afterthought instead of the powerful sales tool it should be.

At KOB Design UK, we believe your product deserves more. Great custom packaging design isn’t just about looking good on a shelf, it’s about telling your brand’s story, winning hearts (and wallets), and setting the tone for everything that follows. Here’s what you should always consider when creating product packaging for skincare, beauty and wellness brands that doesn’t just blend in but amplify your product in the market.

strategy, not just aesthetics

Pretty beauty packaging is everywhere. But strategic packaging? That’s where real brands are built.

We start by asking: Who is your ideal customer? What will make them pick up your product instead of someone else's? Every font, every colour choice, every texture should be answering that question - subtly guiding buying decisions before a word is even spoken.

Many businesses go to designers for packaging without giving any thought to what they want their brand-led packaging to convey or the benefits the product offers to the customer. Think about what would make your customer buy.

Want to make sure you’re not falling into common traps? Here are 5 branding mistakes to avoid that could be costing your product visibility and sales.

Example of a recent packaging design for a sun protection brand.

form follows function

Beautiful packaging design means nothing if your packaging doesn’t work. It needs to protect the product, be easy to use, be environmentally responsible where possible, and fit the retail environment you're targeting (think about online unboxing experience and physical shelf impact). There are considerations to the physical product itself, how it feels in the hand. Is it easy to open? how it communicates values at first glance.

Good packaging looks great, but is also a key part of the customer experience. That’s why we offer product packaging services that blend beauty, function, and commercial strategy.

standing out without shouting

Your product needs to own its space – especially in crowded skincare aisles. But standing out doesn’t always mean being the loudest or brightest. Being memorable is key, but in a way that’s authentic to your brand.

Show your value. What does your product do? What are the benefits to your customer? If your wellness packaging design is unclear or confusing, they’ll move on. Make an impact where it matters so that they remember you. Packaging that stands out = brand loyalty.

clarity is queen

When someone picks up your product, they should immediately understand what it is, who it’s for, and why it’s different. Confused customers don’t buy.

The design and messaging should answer all of your potential customers’ immediate questions – and “how will it help me?” is usually top of that list.

We craft skincare packaging that clearly communicates your value proposition without overwhelming the customer with too much info. (Trust us: less really is more.)

scalability matters

One product today... a full skincare range tomorrow?

You might not know the answer to that, but it’s important to consider this early on. If you don’t have a plan for new products ahead of those products existing - this could result in a costly re-design of your first product when you have multiple that don’t align!

We design with your brand’s growth in mind from the very beginning. Whether you’re planning limited editions, future product extensions, or international expansion, your packaging system needs to evolve with you.

We future proof your design so you don’t have to start from scratch every time your business levels up, for example, a skincare line with results-led colour coding: anti-ageing = green, glowing skin = pink. This means that each time the business adds a new product, they know what the packaging should look like depending on what the product does for their customers.

the emotional layer

Customers aren’t just buying skincare. They’re buying the promise of results, confidence, and routine.

Emotional packaging design taps into that. Whether it sparks joy, nostalgia, or a sense of luxury, that feeling becomes part of your brand’s identity.

What is your product promising them? Glowing skin? A calm moment in a busy day? We design skincare packaging that delivers more than product – it delivers an experience.

need to put some laser focus on your brand?

At KOB Design UK, we don't just ‘make it look nice’. We build strategic packaging design that empowers your product to sell, scale, and succeed.

Whether you’re creating your first product or expanding a growing range, we’d love to help you do it right, beautifully, strategically, and authentically. If we can add a pun, a joke, or something to make your customers smile along the way, we absolutely will.

Ready to elevate your whole visual identity? Explore our branding services for small businesses to go beyond packaging and build a brand your customers obsess over.

Let’s create something unforgettable. Contact us today.

Found this blog engaging? Dive into more insights on the benefits of investing in your branding! Check out our related blog on the importance of the unboxing experience Expand your branding knowledge and stay ahead of the competition.