Start with the product
Design starts with the bottle, jar or tube — not with the artwork. Measure the product including the cap, pump or dropper, and decide how much clearance it needs. These measurements become the inner dimensions of the box. A box that is too loose looks cheap and lets the product move; one that is too tight is hard to pack. Our guide on how to measure a box explains the method.
Choose the right structure
Folding cartons with tuck-end or crash-lock bottoms are the standard for skincare, make-up and hair care: light, economical and ideal for high volumes. Rigid boxes with a magnetic flap or a separate lid and base suit perfume, gift sets and premium lines, where the unboxing experience matters. Sleeves can add a premium layer to a simple tray or carton. Our guide comparing folding cartons and rigid boxes covers the differences.
Inserts that hold the product
Glass bottles and jars need to be held securely. Card inserts and partitions, cut to fit the bottle and cap, keep the product in place and look neat when the box is opened. Paper-based inserts also keep the whole pack recyclable, unlike plastic trays or foam.
Information that must fit on the box
Cosmetics sold in the EU must carry certain information under Regulation (EC) No 1223/2009. Some of it can appear on the outer box only, so plan space for it from the start:
- Name and address of the responsible person
- Nominal content (weight or volume)
- Date of minimum durability or the period-after-opening (PAO) symbol
- Precautions for use, where required
- Batch number or product reference
- Function of the product, unless clear from its presentation
- List of ingredients
- Country of origin for products imported into the EU
Ingredient lists can be long, so leave enough room for legible text and a barcode. This is general information, not legal advice; the responsible person must check the labelling requirements for each product and market.
Brand design across the range
Most brands sell several products and variants. Keep the brand consistent and make variants easy to tell apart, for example with colour coding or a clear variant name. Use Pantone references for brand colours so they match across every box and every re-order. Put the hierarchy in order: brand, product name, then benefit or variant.
Finishes
Soft-touch lamination, hot foil, embossing and spot UV are the classic finishes for cosmetic packaging. One or two well-placed effects — for example a foil logo on a soft-touch background — usually look more premium than many. Our box finishes guide explains each option.
Sustainable choices
- Prefer paper-based inserts over plastic or foam.
- Avoid plastic windows where possible, or use an open cut-out.
- Use a water-based varnish instead of film lamination when the design allows.
- Right-size the box to reduce empty space and shipping volume.
Checklist before artwork goes to print
- Product dimensions measured, including cap or pump
- Box structure and insert chosen
- Board and finishes chosen
- Required information and barcode placed
- Brand colours given as Pantone references
- Artwork prepared on our dieline (see our print-ready artwork guide)
- Proof approved before production
