Skincare
Serums, moisturisers, cleansers, treatments. Bottle, tube, jar, and dropper formats. Ingredient-forward hierarchy, active percentage callouts, dermatological-grade design language.
Adjacent expertise across formulation-led categories
Beauty packaging design.
Beauty packaging built to read as premium at two metres and pass Priceline, Chemist Warehouse and Sephora US compliance at thirty centimetres. Skincare, self-tan, cosmetics, hair care and personal care, designed in Melbourne.
Beauty work in market: the Australian Glow self-tan rebuild, 12 SKUs sold through Priceline, Big W and Amazon, with a Sephora US launch; Frase Skin, 15 SKUs sold direct to customers and on Amazon US; and Dr Pickles skincare in Coles and Woolworths.
What is beauty packaging design?
Beauty packaging design is the discipline of designing packaging for skincare, cosmetics, hair care, self-tan, and personal care products.
It combines brand identity, format strategy, ingredient hierarchy, regulatory copy, and premium finish specification into a system built to win at beauty retailers like Priceline, Sephora US, Chemist Warehouse, Myer, and Big W.
Morice&Co. designs beauty packaging in Melbourne with direct experience across category disruption, range architecture, and Sephora US launch. Australian Glow (Priceline, Big W, Amazon, Sephora US) is a recent studio project.
00Our position
In beauty, the bottle is the brand.
There is no outer carton to hide behind on a Priceline shelf. Primary pack structure, finish and colour coding do the work a carton does elsewhere, which is why Australian Glow's range was rebuilt around bottle architecture, not a logo.
Every market is a new label.
Australia, Sephora US and Europe do not share an ingredient list format, a claims regime or a warning statement. The design system has to carry three regulatory layers without looking like three brands.
Sustainability has to be true before it is pretty.
Recyclable mono-material, refill formats and the Australasian Recycling Label are now expected on the beauty shelf. Claiming them on a pack that cannot back them is a faster way to lose a buyer than not claiming at all.
01Categories
Six beauty subcategories. One studio.
Packaging design across six beauty subcategories, from single-SKU launches to full range architecture. Each subcategory has shipped through at least one major beauty retailer's compliance process.
Self-Tan & Body
Mousses, drops, mitts, gradual tanners. Category disruption through distinctive bottle architecture and coded colour systems that navigate a range in seconds.
Australian Glow · Priceline, Big W, Amazon, Sephora US
Cosmetics
Colour cosmetics, lip, eye, face. Compact, tube, and stick formats. Colour matching across variants, finish specifications, secondary packaging that holds premium at every price tier.
Category depth across FMCG beauty pricing tiers
Hair Care
Shampoo, conditioner, treatments, styling. Bottle architecture that works wet and dry. Range architecture across normal, dry, coloured, curly, damaged.
System design experience for range-first categories
Wellness & Beauty-From-Within
Ingestible beauty, collagen, adaptogenic skincare-supplements. The category collapsing the line between supplement aisle and beauty aisle. Adjacent expertise from Cenovis and NAS.
Category crossover expertise from wellness
Personal Care
Deodorant, body wash, hand care, natural personal care. Substrates for wet-room use, sustainability signals executed with integrity, mainstream distribution economics.
Full-range architecture experience
02Retail experience
Work built to Australian beauty retailer specifications.
Each beauty retailer has its own compliance process, its own artwork spec, its own category buyer preferences. Category depth means the studio has learned every one of them.
PricelineSephora USChemist WarehouseMyerBig WAmazon AustraliaDTC ecommerce
03Selected work
Beauty packaging that broke category convention.
Australian Glow was briefed to build a range that would look nothing like the rest of the beauty category. The system now sits in Priceline, Big W, Myer, Amazon and Sephora US.
04The framework
Shelf Logic. Three distances, one test.
Every pack designed by the studio is pressure-tested at three distances before it leaves. The framework holds up through category-review cycles and retailer approval processes.
4m
Silhouette, colour, shape.
Beauty aisles are dominated by aesthetic convergence. At four metres the shopper is scanning for distinctive silhouettes and colour that breaks the category default.
2m
Brand mark, variant, hero claim.
Beauty shoppers pick up multiple products to compare. At two metres, brand mark and variant coding have to deliver instant navigation across a family of SKUs.
30cm
Finish, substrate, tactility.
Beauty is the category where finish carries the sale. Foil, embossing, tactile substrate, closure weight. At thirty centimetres, craft quality signals whether the price is justified.
05Pricing
What beauty packaging design costs.
Simple, honest pricing with no surprises. A written proposal within five working days of a first conversation.
$150/hr
One rate, every project
Every project is calculated at $150 an hour + GST. The rate reflects the time it takes to deliver strategically sound, expertly crafted work, and the quote is fixed against a written scope before anything starts.
From $3,500
Existing brand: packaging
You have a brand and need the pack. Most single-pack projects start here: concepts, refinement and print-ready artwork. Ranges are scoped to the number of SKUs.
$5k–$10k
Start-ups and new brands: branding and identity
Branding comes first. The packaging is built on it, so the two go hand in hand. Start-up branding typically sits at $5k to $10k: strategy up front, category analysis and audits, and three to five concepts, each with a clear purpose, exploring every opportunity to launch on a sound, winning formula. Includes all logo files and a mini style guide. Packaging is then scoped on top.
Have a budget?
Tell us and we'll work to it
Share what you're working with and we'll break down what's achievable.
Note. Printing, photography and regulatory review are quoted separately. For what drives the cost of packaging design across the Australian market, read the guide: How much does packaging design cost in Australia?
06Client words
What beauty founders say. In their own words.
“Morice and his team were absolutely amazing to deal with from start to finish. Passionate, reliable, and genuinely cares about the outcome. No job is too big or too small.”
Jackson Wilson, Owner · Australian Glow
“Morice is simply elite. If you're looking for a designer who actually gets your brand, not someone who makes things look pretty, he's your guy. Sharp, clean work delivered without the usual back-and-forth drama.”
Beau London, Founder · frasé skin
“Morice led Australian Glow's complete rebrand. His strategic creativity, clear communication, and collaborative approach make every project feel effortless.”
Jackson Wilson, Owner · Australian Glow