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At the beauty counter, heart-stopping design can elicit love at first sight before you even catch a whiff of a fragrance or swipe an ultracreamy lipstick.
“Packaging serves as the initial storyteller,” says Lesley-Ann Noel, dean of design at OCAD University in Toronto. Informed by a dialogue between culture, craft and technology, a covetable bottle, palette or case must also tap into a collective feeling. “Cultural mood plays a huge role, design reflects what people are feeling and aspiring to at a given moment,” she says.
Today Noel believes people want objects that feel personal and expressive. “We’re observing a rise in sculptural, collectible designs. These are not merely containers; they are artistic creations,” she says. Sensory experiences such as tactile finishes, weight and unexpected details are also strongly emphasized. “A perfume bottle designer might obsess over how light interacts with the curves,” she says. “Details like hand-polished glass, custom metal accents and unique closures make a piece collectible. It’s about creating an object that feels like jewellery.”
From fragrance bottles featuring fuzzy or glittery textures to faceted metallic lipstick cases, the standouts adhere to a more-is-more vibe. “Two years ago, minimalism was dominant everywhere. Now, a return to boldness and storytelling is evident,” she says.
Aligned with maximalist tendencies, we’re also craving playful objects in our lives, as embodied by the Labubu craze. The monster-like plush collectible dominated the year as a must-have accessory, with celebs of all ages including Cher, Michelle Yeoh, Howie Mandell and David Beckham joining the fandom. Expect more to come, driven by the concept of “Unserious Everything,” which WGSN, a global authority on consumer trend forecasting, has identified as an overarching 2026 theme. The company’s recent report states that “in a world of overwhelming stress and tension, consumers are seeking powerful tools for emotional release and moments of self-care.”
And while product designers aim to delight with a keepsake, one packaging hallmark that continues to be taken seriously is sustainability. “It has become a fundamental aspect of luxury,” says Noel. “Designers are finding ways to integrate ecoconscious materials and practices that maintain a high-end feel.” Refillable packaging has shed its less-than-chic association with bulk shopping to become a selling feature adopted by high-end and indie brands.
You can now top up an investment perfume, body wash, lipstick or eyeshadow with ease, keeping the original packaging intact and reducing your carbon footprint. With items that can be held onto or passed down, designed not only to be admired but actively used by the next generation, beauty has entered a new era of heirlooms. “That’s the future of beauty packaging: design that becomes a cultural artifact,” says Noel. What could be more beautiful than that?
Six buys to try
Hello, gorgeous! Treat yourself (or someone special) to a beautiful beauty keepsake
Rabanne Fame Feline Eau de Parfum
Undeniably eye-catching, this adorable refillable bottle featuring an outfit of plush leopard print and golden accessories contains a new amber floral fragrance with notes of mango, jasmine and incense.
Buying options
$174 from Amazon
$220 from Holt Renfrew
La Beauté Louis Vuitton LV Ombres Eyeshadow Palette in 896 Monogram Rouge
A masterclass in visionary design, this elegant eyeshadow compact was created by renowned German industrial designer Konstantin Grcic, while the eight harmonious (and refillable) palettes of highly pigmented colours and velvety textures are the work of legendary makeup artist Dame Pat McGrath.
Buying options
$315, buy at louisvuitton.com
Sans Savon Body Wash
Made in Canada, refillable and inspired by the breathtaking landscape of Quebec’s Charlevoix region, this deeply nourishing, soap-free body wash in a gleaming dark green bottle is an instant shower upgrade that is easy on the eyes, skin and planet.
Buying options
$63 from sanssavon.com
$63 from Amazon
Jean Paul Gaultier Le Male Elixir
This rich scent, a blend of fresh mint and lavender with warm tonka bean, honey and tobacco, has been decked out in a holiday collector’s edition of glittering tartan that’s synonymous with the French designer’s iconic aesthetic.
Buying options
$196, buy at sephora.com
Guerlain Rouge G The Customisable Ultra-Care Lipstick
Pretty, purposeful and personalized, this lipstick case has a faceted metallic top that can be engraved and flips open to reveal a double-mirrored interior. It can be refilled with a range of long-lasting, nourishing lipstick shades.
Buying options
$103 from guerlain.com
$48 from Holt Renfrew
Glasshouse Fragrances Breathtaking Banff Candle
A stunning ode to Canada, this gorgeous scented candle comes in a vessel featuring the hand-drawn, woodcut-style design of Toronto-based artist Gary Alphonso. With notes of green fig leaf, caramelized fig and warm maple wood, the fragrance was inspired by the West Coast wilderness.
Buying options
$78, buy at beautysense.ca
from Anthropologie
