5 unique cosmetic packaging designs that are redefining beauty branding in 2025
When it comes to cosmetic packaging design, most people immediately think of the big names - Glossier, Fenty Beauty, Rhode, or Kylie Cosmetics. Their packaging and branding are undeniably iconic, but while aesthetic and minimal, they aren’t exactly groundbreaking. In fact, when you break it down, they’re almost formulaic. Beautiful, yes. Memorable? Not always.
That’s why we’ve pulled together an alternative list of cosmetic packaging designs that truly stand out in 2025. These brands are ‘pretty on the shelf’ BUT they’re also building emotional connections, creating memorable experiences, and proving that packaging design can be both strategic and artistic.
Before we dive in, let’s quickly cover what actually makes good packaging design in the beauty industry.
what makes good packaging design?
To create beauty packaging that customers remember, the design needs to go beyond just looking nice. Here are a few key elements that separate the best packaging designs from the rest:
Storytelling – Packaging should reflect the brand’s unique identity, values, and target audience. Customers buy into the story just as much as the product.
Functionality – Great design also needs to be practical, easy to use, and protective of the product inside.
Shelf Impact – With crowded beauty aisles and endless scrolling online, packaging must stand out instantly and grab attention.
Memorability – Bold colours, playful typography, or unique textures ensure the product sticks in the consumer’s mind.
Sustainability – Eco-friendly packaging is no longer optional. Customers are increasingly seeking beauty brands that align with their values.
Now, let’s get into the brands making waves with their creative cosmetic packaging designs this year.
the best cosmetic packaging designs of 2025 (the alternative list)
Smuuti Skin
Playful, squishy, and full of personality, Smuuti Skin’s product packaging design is a perfect reflection of its fun, sensory skincare products. With pastel tones, rounded fonts, and tactile elements, the packaging feels almost edible. It’s a great example of how design can amplify brand storytelling and create an emotional connection with customers. Also, that gradient? chefs kiss.
Smuuti Skin - Cosmetic Product Packaging Design
Sundae Body
Sundae Body takes body care to a whole new level with packaging that looks like a literal dessert. From whipped cream-inspired bottles to colourful tubes, Sundae Body has nailed the art of combining fun with function. It’s the type of packaging that sparks joy, encourages sharing on social media, and makes people want to keep the products on display. 10/10!
Sundae Body Product Packaging Design
NCLA Beauty
Known for their nail and skincare products, NCLA Beauty is bold, vibrant, and unapologetically playful. Their packaging combines striking typography, holographic finishes, playfully cute illustrations alongside statement-making colour palettes. It’s a brilliant reminder that not all beauty packaging has to be minimal, sometimes maximalist is the way to go. We love it!
Skincare product packaging inspiration - NCLA Beauty
Starface
Starface has turned something as unglamorous as acne care into a playful, joyful experience. Their bright yellow packaging, star-shaped pimple patches, and bold, cartoon inspired branding make skincare fun and approachable. Starface proves that packaging design doesn’t have to be serious to be effective, it can be playful, positive, and deeply memorable. 5 stars!
Beauty packaging trends - Starface
Byoma
Byoma brings a colourful, science-meets-fun approach to skincare packaging. Their geometric bottles, bold block colours, and clean typography make them instantly recognisable on shelves. Byoma’s design is approachable yet clever, it feels clinical enough to be trusted, but playful enough to stand out in a crowded market. It’s proof that smart packaging can strike the perfect balance between credibility and creativity.
Cosmetic branding inspiration - Byoma Skincare
why unique product packaging design matters for beauty and cosmetic brands
The beauty and cosmetics industry is SO competitive, cosmetic packaging design is often the deciding factor for first-time buyers. A strong design:
Builds trust and communicates value.
Helps products stand out in both physical and digital spaces.
Reinforces brand identity and loyalty.
Creates a shareable, Instagram-worthy moment.
Brands like Smuuti Skin, Sundae Body, and Starface prove that pushing the boundaries of packaging design can create a lasting impression and drive growth.
need some help with your cosmetic packaging design?
Your packaging is your brand’s first impression and the gateway to the customer experience. When designed strategically, it creates desire, builds trust, and inspires loyalty.
At KOB, we craft cosmetic product packaging design that captures attention, sparks emotion, and earns its place both on the shelf and in your customer’s hands.
Want to create packaging that stands out? Explore our packaging design services.
Found this blog helpful? Explore more insights on how smart packaging design can elevate your brand. Don’t miss our related blog on the importance of the unboxing experience, expand your branding knowledge and stay ahead of the competition.
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.