Whenever a celebrity launches a line of cosmetics (or, shudder, a rosé wine), you expect that it will someday go the way of the dinosaurs or the cast of Jersey Shore.

But part of creating a lasting brand, even for a celebrity line, means giving a damn and designing packaging worthy of an audience. Look no further than Rihanna’s Fenty Beauty, as the design of the products by NYC boutique agency Established continues to dazzle.