6 Beauty Brands Reinventing the Packaging Game

RARE BEAUTY: Accessibility Comes First

It’s tough launching a celebrity beauty brand, but Selena Gomez is a masterclass on how to do it right. From her well-reviewed, pigmented formulas, to the brand’s mental health affiliation, the multifaceted star has lent more than her name to this major business. But taking things a step further, RARE has made accessible packaging part of its identity. 

Partnering with the Casa Colina Institute prompted the brand’s Made Accessible Initiative, which is an ongoing promise to continue evolving packaging and ensuring it’s accessible. Each RARE product features caps and clicks designed for easier mobility. Its recent True To Myself Natural Matte Longwear Foundation features a one-of-a-kind lock-unlock mechanism in place of a traditional cap, along with a wider pump and actuator to offer more surface area. The end result? A complete line of sleek, chic, unique packaging that stands out on any beauty counter.

TILT BEAUTY: Makeup Designed for Every Hand

Not only is TILT BEAUTY’s Aerin Glazer a remarkably young beauty founder, but she filled a major gap in the market. Along the lines of Gomez, Glazer set out to make makeup more accessible. In fact, she made headlines when she launched lip liner specifically designed for shaky hands, or, in her case, psoriatic arthritis (a combination of psoriasis and arthritis). Glazer’s multiple shades of The Easy Way Effortless Lip Liner are the first of its kind to receive the Arthritis Foundation’s Ease of Use Certification.

TILT doesn’t stop at packaging quality. The products are meant to be fun, high-performance, and easy to use. The brand even caught the eye of trend-setting REVOLVE, which features TILT as an exclusive retail partner. 

RAEL: The Cleansing Balm That Keeps It Clean

If you're not into the whole fingers-in-a-jar situation, Korean period and beauty brand RAEL took note. From what we know, they put twist-up cleansing balm on the map. The unique packaging was later seen in KOPARI’s Ceramide Grinding Cleansing Balm, and most recently, Alix Earle’s REALE ACTIVES Get Bare Makeup Melting Cleansing Balm. The twist-up top is a foolproof way to dispense precise, mess-free formula for the skin. 

RHODE: Pocket-Friendly Beauty Done Right

Blush and bronzer sticks have been done, but pocket-sized? Hailey Bieber created a fresh concept, instilling in users they could grab-and-go with her products from RHODE. Her beloved formulas glide on easily and snap into place without fail. The caps close effortlessly, ensuring the product won’t explode in a bag or in a pocket. They’ve been so successful that Bieber just launched a Summer ‘26 collection that naturally has TikTok in a tizzy.

DIBS: Multitasking Products That Travel Better

Standing for Desert Island Beauty Status (who knew!?), DIBS has not only become a go-to beauty destination, but it’s developed packaging for anyone on the go. Dual-ended brushes are nothing new, but DIBS has made it its mission to make dual-ended makeup its thing. With a website header that reads “Multitasking beauty made easy,” you know exactly what you’re going to get: “High-performance, multi-use makeup that blends effortlessly—no rules, no wrong way.”

From blush/bronzer sticks and shimmering blush/contour sticks, to duet-baked bronzer and primer and mascara duos, you’ll leave your shopping experience with no excuse not to be supremely glammed. Oh, and did we mention the packaging itself is flaunt-worthy?

REFY: Precision Packaging That Reduces Waste

REFY has been keeping us on our toes from the jump. From the launch of their viral Lash Sculpt Mascara, to introducing us to the concept of blurring (or contouring) lip liner, the brand certainly doesn’t slack with innovation. 

But REFY has stepped out of the box further with recent packaging. Upon launching its Skin Base Skin Tint (a formula we love, btw!), the tube features a precision push-pump to monitor the amount of product dispensed with each press. The wide, ergonomic pump also offers mess-free ease of use. Additionally, the brand just launched its Watercolor Collection, featuring Korean-inspired cushion compacts designed to offer buildable, weightless washes of natural color.