With competition stronger than ever, the beauty industry is up against a slew of challenges, from keeping up with the speed of the market to hopping on ever-growing trends and catering to demands for transparency and sustainability. In this crowded space, standing out is the key, and innovative packaging has become the star player in telling a brand’s story.
More and more beauty brands are now pouring time and money into crafting visuals for intriguing storytelling that evoke feelings of nostalgia and help understand the narrative of the brand. In Indian culture, the connection between art and storytelling runs deep and we have long depicted beauty in the most artistic way through ancient scriptures, literature, symbols and even mythology. We take a look at the brands that have harnessed the power of art and storytelling through their packaging and decode the messages behind their artworks.
1. Forest Essentials
Forest Essentials, with its roots firmly steeped in history and culture, has embraced a long-standing relationship with Ayurveda. The artwork on the Soundarya Range by Forest Essentials depicts the timeless elegance of the lotus-eyed Goddess Lakshmi, who’s believed to use pure gold for her skincare rituals. This is symbolic of the Goddess’ glow and radiance that one could achieve through this range. Moreover, the artwork on the Forest Essentials’ Yantra gifting collection evokes a profound sense of connection to the cosmos, fostering a spiritual journey and nurturing inner peace and healing.
2. Kama Ayurveda
Inspired by the vibrant illustrations of Indian mythology and art, Kama Ayurveda has created a unique design language. The packaging not only reflects the richness of the formulations used by the brand but also has artistically woven storytelling into the same. Every intricate detail is inspired by traditional Indian art and is designed to evoke a sense of luxury and authenticity. With an ever-expanding product line featuring traditional Indian ingredients, the packaging features eye-catching sketches of flowers, herbs, and plants depicting the product’s composition.
3. LoveChild by Masaba
LoveChild is an honest, inclusive, and vibrantly playful beauty brand rooted in empathy, offering a wide range of cosmetics for all ages, skin tones, and cultures. The brand’s packaging showcases bold and playful artwork with a distinctively Indian touch, reflecting these core values. If you look closely, the packaging also carries underlying messages and themes like women’s empowerment and nostalgia. For instance, the ‘Nazar Na Lage’ kajal not only beautifies the eyes but also nods to the traditional practice of using kajal to protect babies from the evil eye. Similarly, the liquid lipstick will remind you of all the board games you played as a kid and the candies that you used to eat back in the day.
4. Old School Rituals
With the belief that a brand also needs to weave a story with all that it offers, Old School Rituals, an Ayurvedic brand, incorporates the enchanting stories of mythical creatures and nymphs in its packaging. Inspired by the celestial allure of apsaras or celestial maidens living in Indra’s heaven, the brand masterfully balances ancient traditions with modern flair—a feat mirrored in its packaging. Every intricate detail, from the ornate designs gracing the Apsaras’ attire to the bling-bling jewellery, is meticulously selected to inject a personalised charm into the brand’s packaging, ensuring your beauty regimen is as captivating as a bedtime story.
5. Global Beauty Secrets
Global Beauty Secrets creatively incorporates renowned motifs from diverse countries to showcase their rich cultural tapestries, serving as a window into the rituals practised in the olden days. The saffron hue of the mono carton symbolises the fiery essence of agni (fire), while the product itself features a woman clad in traditional attire, epitomising local customs. With rose-gold foiling, the key ingredients are elegantly showcased, emphasising their significance within the product. Additionally, iconic monuments and architectural marvels make a captivating cameo appearance, providing deeper insights into the country’s heritage and enriching the overall local flavour.
6. Ohria Ayurveda
This Ayurvedic skincare brand, through its thoughtful design, seamlessly marries historical elegance with natural and clean beauty. Mandalas—spiritual and religious symbols representing the universe— inspire the packaging and uncover the untold beauty secrets of royalty by blending floral motifs reminiscent of Rajput architecture, rich Indian hues, and traditional typefaces. The ornate circular frame and floral motifs symbolise elephant heads and lotuses, commonly seen in wall carvings of ancient Indian royal Hindu palaces.
