Top 5 Innovative Beauty Packaging Designs from Bygone Eras
Written by Crystal Carter RGD, Western University
Cosmetic packaging has always been about more than function—the designs reflect the aesthetics and styles of the time when they were created.
The beauty aisles in any store are a mirror on society, showcasing our evolving attitudes towards women’s self-expression and highlighting contemporary design trends.
Exploring the evolution of beauty packaging provides a unique lens into women's lives through history while offering inspiration for solving today’s design problems.
As a makeup artist-turned-creative director, here are my top five favourite beauty packaging designs from the past, along with design prompts to spark inspiration for your current projects.
1920s: Gilded Compacts
In the wake of the Victorian era, women embraced makeup as a tool for self-expression. The 1920s popularized ornate compacts, allowing women to carry their beauty essentials tucked inside miniature works of art, perfect for on-the-go touch-ups.
Design Prompt: Where can you add a touch of bespoke flair, just for the sake of it?
1960s: Revlon Couturine Lipstick
Reviving the trend of packaging as objets d’art, in the 1960s, Revlon elevated lipstick to collectible status with their Couturine line—tiny dolls styled in fashionable outfits with lipstick inside. Yes, that’s real fur.
Design prompt: How can you approach a current design challenge through a more playful lens?
1970s: Avon Lip Balms
Avon’s lip balm packaging captured the carefree spirit of the 70s, drawing inspiration from pop art and American iconography. Bold colours and playful shapes turned everyday beauty products into eye-catching statements.
Design prompt: Is there an opportunity to amplify impact through bold colour choices?
2000s: Dior Makeup Jewelry
Dior reimagined makeup as a wearable luxury in the 2000s, introducing compacts disguised as jewelry. Lip gloss, blush and eyeshadow were cleverly tucked into embellished, portable accessories.
Design prompt: Can you take something familiar and reimagine it for a new purpose?
1920s: Chanel No. 5 Perfume
No list of iconic packaging is complete without Chanel No. 5. Its minimalist bottle was a bold departure from the ornate designs of its era, redefining luxury and becoming a cultural icon—canonized by Andy Warhol in his 1985 Ads series.
Design prompt: Inspired by Coco Chanel’s advice—“Before you leave the house, look in the mirror and take at least one thing off”—what can you simplify to let your design breathe?
Crystal Carter RGD
Western University
Crystal Carter is a creative director and designer with nearly 20 years experience transmuting the stories behind brands into compelling, award-winning work. She is currently the Brand Designer at Western University, where she is responsible for the stewardship of the institution’s brand identity and its most strategic creative priorities.
