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, Melbourne.
Independent specialist packaging design studio for Australian beauty brands. Skincare, cosmetics, hair care, self-tan and personal care. Direct Sephora US launch experience. Twenty years of category craft.
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, Mecca, 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, Chemist Warehouse, Sephora US) is a recent studio project.
01Categories
Six beauty subcategories. One studio.
Twenty years of beauty and personal care depth, 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, Chemist Warehouse, 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 shipped through every major Australian beauty retailer.
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.
PricelineMeccaSephora 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, Chemist Warehouse, Myer, Big W, 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 has held up through twenty years of 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.
Fixed fees, scoped to the brief. No hourly rates. A written proposal is delivered within five working days of an initial conversation.
$8k–$15k
Single SKU beauty pack refresh
Existing brand, updating one beauty product. Photography direction, front-of-pack redesign, secondary packaging, retailer-ready artwork.
$30k–$60k
Full brand + range across 5–10 SKUs
Ground-up beauty identity or refresh, packaging system across multiple formats, range architecture, colour coding, guidelines, launch collateral.
$60k–$150k+
Category-leading rebrand with retailer rollout
Full beauty brand system, deep range architecture across 20+ SKUs, retailer rollout materials for Priceline / Mecca / Sephora US, brand book, photography direction, digital + DTC extensions.
Note. These are indicative bands. Every brief is different. Range depth, category complexity, photography scope and retailer rollout materials each add discrete scope. Read the full beauty pillar article: Beauty packaging design 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