I may be biased. I started my career in global package development at Stila, then part of the Estée Lauder Companies, and it shaped how I approach every product since. Packaging isn't the box the product comes in. It's a moment to surprise and delight. It's how the consumer opens, dispenses, applies, and experiences the formula every single day. It's an opportunity to tell a story. When packaging is treated as a final step, problems show up at the worst possible time: on the filling line, in stability testing, or in customer reviews.
The component is part of the formula
A formula and its package have to work together. A rich cream needs a jar or airless pump that dispenses it cleanly. A serum with sensitive actives needs protection from light and air. A liquid foundation needs a pump or applicator that delivers the right amount without clogging or leaking. When the two are developed separately, you can end up with a beautiful formula that doesn't come out of its bottle, or a gorgeous component that degrades what's inside.
That's why compatibility testing matters. Every formula should be tested for stability in its final components, not stock jars, before you commit to production.
Custom or stock: choosing with intention
One of the first packaging decisions is whether to develop a custom component or start from stock. Both can be right.
- Stock components offer speed, lower minimums, and proven performance. With the right decoration, they can look completely ownable.
- Custom tooling creates a signature silhouette and a true point of difference, but it adds cost, minimums, and months to your timeline.
When I worked with Josie Maran on custom packaging for the award-winning Argan Reserve, the design had to deliver on the brand's vision and perform flawlessly in daily use. Custom is worth it when the package itself is part of the story. When it isn't, a well-chosen stock component lets you invest where the consumer will feel it most.
What great packaging development covers
Strong packaging development goes far beyond choosing a bottle. It includes:
- Technical drawings and specifications for every component
- Material selection for performance, compatibility, and sustainability goals
- Fit and function testing, from closures and pumps to applicators
- Decoration methods that deliver the look within budget
- Shipping and drop testing so products arrive the way they left
- Line trials to confirm components run smoothly at production speed
The details consumers remember
Consumers may never think about packaging engineering, but they feel it. They notice the weight of a jar, the click of a cap, a pump that delivers the perfect dose, and a compact that closes with confidence. They also notice the opposite: leaks, broken pumps, and product they can't get out. Those small moments shape reviews, repeat purchases, and returns.
Bring packaging in on day one
The best launches start with packaging in the brief, next to the formula, the claims, and the cost targets. Developing them together keeps timelines realistic, protects quality, and creates a product experience that feels intentional from the first touch to the last drop.