When it comes to designing beauty product labels and packaging, branding has become crucial to distinguishing your products on the shelf or online. Many women use cosmetic products on a daily basis, so beauty customers have become known for their deeply felt brand loyalty.

If you want to become the go-to brand for women of all ages, you need quality products that they want to put on their faces paired with beautiful labels that make them want to pick up the product in the first place.

If you’re wondering how you can start building a brand, here are three steps to get some ideas flowing.

Lay the Foundation

Before you get into the nitty-gritty details of design, you need to begin with a strong foundation on which to build the finer details. Start by asking these fundamental questions.

Who Is Your Ideal Customer?

Your ideal customer is the market you’re trying to attract. Do you want to appeal to middle-aged women or high school students? Their preferences and desires are likely quite different, so by first defining who your target customers are, you can start building a deeper awareness of how you can grab your customers’ attention by giving them what they want.

What Is Your Brand Personality?

Just like with people, if you want your brand to be memorable, your design choices need to cultivate a personality. What image are you trying to portray as a brand? The brand character you begin building will help you attract consumers who view themselves in a similar light.

How Are You Selling Your Products?

Are you planning to sell your products online, in store, or both? Design strategies can vary greatly depending on where and how you’re selling your products. Clarifying these question from the beginning will help inform critical design choices later on.

Envision Your Packaging

Now that we have some of the basic questions answered, we can start diving into the subtler elements of design. These three aspects of design are the most important when it comes to building a recognizable cosmetics brand.


Style tends to be heavily influenced by the brand personality you’re trying to portray. Are there any design elements that you absolutely want to incorporate into your custom labels? What shapes and sizes will best fit your products?


When selecting colors for your cosmetic labels, your choices need to:

  • Match brand personality
  • Attract customers’ attention
  • Stand out on the shelf

Assembling a color palette for your labels is similar to assembling a hot new eye shadow palette. You need to differentiate yourself from the competition while staying true to your brand. The most recognizable brands use color to set themselves apart because people notice color without having to think about it and because color often evokes specific emotions. Use color to benefit and build your brand.


Although color can help attract a customer’s attention, font is what keeps their attention. That’s why you need to find a font that’s distinctive, aligns with your brand, and makes customers want to pick your product up from the shelf to read more. Don’t forget that font serves a practical purpose, so you’ll want to choose a font that is clear and easy to read.

When it comes to labels for beauty products and cosmetics, the possibilities are as vast as your imagination. The experts at US Tape & Label are here to help you explore the options and turn your ideas into quality labels that distinguish your brand. Contact our team to get started today!