In an industry where first impressions are everything, the design of a beauty product’s packaging is just as critical as the formula inside. Alexander Kwapis, award-winning designer serving on Forbes Technology Council and VP of Innovation at FusionPKG, has spent two decades shaping how brands elevate their packaging to create memorable consumer experiences. “The most impactful designs come from really understanding your audience,” says Kwapis, whose innovations in formula packaging have helped brands set new standards in regard to sustainability and accessibility. “Throughout the design process, your obsession should be the end consumer experience.”
Differentiation Through Design
Innovation is crucial in saturated markets like the beauty industry where consumers face endless choice on the shelves of their local stores. Packaging is not only a way for brand’s to attract attention, it’s now key a key communication tool. “More and more brands focus on making sure the packaging itself reflects the brand image or the brand ethos,” shares Kwapis.
“Look down a beauty aisle and you can tell where different brands start and stop — it’s a great way to communicate your message to your consumers,” he says. In his own design process, he favors a modular design, developing universal packaging components that can be customized through decorative elements to reflect different brand identities.
Sustainability — A Design Imperative
As sustainability continues to grow as a priority for beauty brands, many are focusing on reducing packaging waste — a key factor in lowering their carbon footprint and meeting growing consumer demand for eco-friendly practices. Kwapis’ approach integrates high percentages of post-consumer recycled resins (PCR), reducing carbon footprints without compromising functionality. “Packaging has to do many things: protect the product, communicate the brand, and be easy to use and ship,” he says. “To do all that while also being recyclable is the challenge we face as designers.”
As regulatory requirements tighten, particularly in key markets like the European Union, brands must prioritize eco-conscious materials and processes. Kwapis has been at the forefront of this shift, leading the development of Airless-One—a first-to-market, certified recyclable airless and pump engine.
Designing for Experience and Accessibility
For Kwapis, the end consumer experience remains the driving force behind design decisions. He highlights the importance of intuitive and accessible packaging, ensuring that products cater to a broad demographic. “I’m super excited to see more focus on the consumer experience, especially in niche areas like packaging design for consumers with disabilities,” he shares.
“I’m seeing more brands look at ways to meet their consumers where they are, and it’s leading to some exciting innovations in the packaging space,” he says, citing his latest project: Hourglass Unreal Liquid Blush drops, where he helped transform a standard dropper into a more intuitive package that eliminates the need for twisting and threading. By integrating the dropper mechanism directly into the package, Kwapis created a hygienic, one-handed solution that both aligns with the brand’s upscale aesthetic while providing a blush solution for consumers with reduced dexterity and mobility.
The Future of Beauty Packaging
Looking ahead, Kwapis sees sustainability continuing to dominate the industry’s evolution. With regulatory shifts on the horizon, brands must proactively design packaging that balances aesthetics and functionality with recyclability. “Brands will have to work harder to make their packaging feel unique while also meeting sustainability requirements,” he predicts.
For beauty brands looking to elevate their packaging, focusing on the overall product experience will continue to be the way brands can stand out. “Know your customer and the experience you want to create. Use social media and direct engagement to gain insights into what resonates with them. The most impactful designs come from truly understanding your audience.”
For more beauty insights, follow Alexander Kwapis on LinkedIn where he shares his insights on the latest trends and developments in technology and manufacturing in the beauty industry.
