Insights / Perspectives

Captivating Closures Are Becoming Beauty Packaging's Feather in the Cap

There is no doubt that package design plays a critical role in winning over consumers. According to a Nielsen study, 64% of consumer decisions to try a new product are influenced by the visual appeal of the packaging. But studies show that brands have only a few seconds to capture a consumer’s attention as they scan the retail shelf or scroll through an e-commerce site. Unique packaging can attract attention and stand out in a sea of sameness, and captivating closures are becoming increasingly popular as beauty brands look to differentiate themselves and enhance their visual appeal.

Just as the perfect accessory can elevate an outfit, the perfect cap or closure can elevate a package, and an increasing number of beauty brands are catching on. Whether paired with a bespoke bottle or used to elevate a stock container, custom closures can add shelf impact, differentiate from the competition, provide functional benefits, and promote inclusivity.

Making a Bold Statement: The Rise of Oversized Closures

While there is a trend toward minimalist brand design, we’re seeing brands maximize impact with oversized closures. Rapidly growing beauty brand Sol de Janeiro was ahead of the curve with their iconic packaging, which features large white closures atop vibrantly colored jars. The packaging reflects the brand promise of unapologetic indulgence. One potential pitfall of oversized closures is the possible negative environmental impact. However, Sol de Janeiro’s commitment to sustainability includes ensuring 95% of their packaging will be reusable, recyclable (recoverable), or compostable by the end of 2025, in addition to adding recycling instructions to all their packs. Other beauty products incorporating large custom closures include Kiko Milano Full Coverage 2-in-1 Foundation and Concealer and Marc O’Polo perfume, both designed by Studio One Eleven.

Culture-Driven Design: Closures Inspired by Global Beauty Movements

The cultural beauty movement is also impacting packaging and closure design, with beauty companies drawing inspiration from the creativity and playfulness of Korean Beauty (K-Beauty), Japanese Beauty (J-Beauty), and other international influences. Brands are introducing fun closure shapes, such as Dearcloud’s cloud and bunny closures, which consumers find “so cute.” Ball shapes are also gaining popularity due to their aesthetic appeal, simplicity, modernity, and ergonomics. And in an effort to disrupt and differentiate, some beauty brands are incorporating incongruous closure shapes that juxtapose with their container design. Korean beauty brand Borntostandout’s Sugar Addict packaging lives up to its name with an unconventional closure shape. The brand’s founder, Jun Lim, says “What distinguishes Borntostandout as a unique voice in luxury fragrance, is our firm belief in taking a different path that favors creativity over convention.”

Beauty for All: Designing Closures with Inclusivity in Mind

As accessibility, inclusivity, and diversity become priorities for many consumers, beauty brands are using packaging to show their social consciousness. According to Mintel, 47% of beauty product users report shopping for brands that promote diversity or inclusivity. From hair care to skincare to cosmetics, beauty brands are leading the way by prioritizing greater representation and developing packaging relevant to all consumer groups. This includes closures that are easier to grip, open, and close. Rare Beauty partnered with the Casa Colina Research Institute (CCRI) on a study to identify features that make our products easy to open and close, hold, or apply for individuals with dexterity issues. Victorialand Beauty incorporates tactile markings on their closures to help the visually impaired enjoy their products. They describe it as a “proprietary tactile recognition system comprised of a set of raised trademark symbols to make packaging more accessible with a simple touch.”

Want to Close the Deal with Consumers? Start with the Cap

Want to learn more about how custom packaging and closure design can help your beauty brand stand out and close sales? Berlin Packaging and our Studio One Eleven design and innovation teams can help.

By: Moira Stein
Date: August 6, 2025