People who buy cosmetics take care of how they look, often with great attention to detail. These customers expect the same level of detail when it comes to the packaging of their makeup, whether it’s in the container the cosmetic comes in or the display case in which it gets presented.

The cosmetics industry was worth an estimated $49 billion in the US in 2022. While there are a lot of opportunities for profit, there is also a lot of competition. Appealing packaging can set your brand apart from competitors and help build brand recognition. Designing enticing, beautiful packaging for your cosmetics brand, a specific line in your brand, or a new seasonal item can give you a crucial competitive edge.

Obviously, all packaging needs to protect the product contained within. But packaging is so much more than keeping everything secure and snug inside. Here are some of the reasons why your cosmetic packaging needs to look its best so it can lure consumers in.