Photo Courtesy of RMS Beauty

Believe it or not, packaging matters. Akin to judging a book by its cover, sometimes many of us are attracted first to packaging and thus we purchase products because of their packaging alone. Whether it’s the satisfaction you feel when seeing your decorated counter display, or simply being an enthusiast for sleek packaging, we’re aware that many of you fancy minimalist aesthetics. So we have curated a list of beauty brands that not only offer great products but which also use minimal packaging.

Herbivore Botanicals

Founded by American husband and wife Alex and Julia, Herbivore Botanicals offers face, body, and haircare products that are made with good, non-toxic ingredients. The duo started building the brand out of their Seattle kitchen, believing that nature can produce safe and highly effective products that will boast tangible results.

In addition, they ethically source the finest raw materials and food-grade ingredients and do not test on animals. Aside from delivering tangible results, the products also come in well-designed minimalistic packaging that is aesthetically pleasing. To find out more about the brand, click here.

Milk Makeup

Milk Makeup, the New York-based cosmetics brand, was established by E! News correspondent Zanna Roberts Rassi, beauty and fashion editor Mazdack Rassi, creative director Georgie Greville, and product developer Dianna Ruth. Milk Makeup boasts make-up that’s vegan, cruelty-free, paraben-free, and made with healthy ingredients. Its nourishing formulas deliver a beautiful skin complexion—moreover, the brand is also known for its cool, minimalistic packaging that is eye-catching and reflects well its brand image. To find out more about the brand, click here. 


Glossier is a cult-favourite beauty brand that believes that our skin’s health comes first and make-up second. Remember, well-prepped skin can take your make-up to the next level because make-up shouldn’t be worn to fix the skin—it should only enhance it. Beauty label Glossier products put an emphasis on skincare, and its beautiful formulas are designed in clean, minimalistic packaging that many make-up enthusiasts rave about. To find out more about the brand, click here.


Established 25 years ago by Lev Glazman and Alina Roytberg, Fresh focuses on incorporating natural ingredients such as soy, sake, and sugar in many of its products. Aside from its well-loved skincare products, many fans of the brand also love its sleek and luxurious-looking packaging. Click here to browse through the range of products. To find out more about the brand, click here. 

RMS Beauty

Founded by world-renowned make-up artist Rose-Marie Swift, RMS Beauty incorporates wellness and beauty in its products. It aims to deliver a youthful glow that nourishes the skin through its products, which are made from raw, food-grade, and organic anti-ageing ingredients. The beauty line is displayed in clean and simple packaging that looks good displayed on any counter. To find out more about the brand, click here.

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