Copying cult beauty brands won't make you cool.

Key design elements:

• Typography: A Helvetica-esque sans-serif logo for a soft, friendly feel.

• Colour palette: Muted pinks, soft neutrals. Nothing that feels too loud or aggressive. 

• Art direction: Overexposed close-ups that feel intimate, almost like a selfie.

• Packaging: Matte finishes and rounded edges that feel tactile and inviting. 

Why it works:

Glossier’s design is stripped back but purposeful; it doesn’t just sell skincare, it sells the aesthetic of being effortlessly cool. This “cool” factor comes from a balance of softness and edge. The pastel pinks, rounded edges, and airy layouts make it feel friendly and inviting, while stark black typography, pharmaceutical-style labels, and ultra-minimal packaging add a clinical sharpness. It’s not just pretty, it’s intentional: Clean, modern, and quietly confident.

Why copying it won’t work:

You can borrow the pink, the sans-serif, the dewy photography; but Glossier’s design works because it was built with intent. The soft, minimal aesthetic wasn’t just a trend; it was a reflection of the brand’s original purpose to showcase beauty that is effortless, personal and stripped of industry excess. The packaging was created to reinforce function and the uncluttered layouts made beauty feel less intimidating. Strip that context away, and all you're left with is an imitation that won’t feel cool. It will just feel… copied.

Key design elements:

• Typography: Strong sans-serif fonts that play with capitalisation. 

• Colour palette: Muted neutrals with a hero grey shade. 

• Art direction: High-end, editorial style photography. 

• Packaging: Uses custom moulds with an emphasis on shapes and proportions that feel minimalistic. Sleek and expensive but not showy. 

Why it works:

Rhode’s design whispers luxury, never screams it. The bold typography feels authoritative, but it’s balanced by soft, neutral colours that keep the overall feel grounded. The tactile, custom-moulded packaging invites you to touch the quality of the product, without relying on flashy logos or excessive decoration. The luxury in Rhode’s design aligns with a modern definition of luxury: purposeful, elevated, and personal, rather than brash and attention-grabbing.

Why copying it won’t work:

You can’t just slap a similar sans-serif font on a bottle and expect it to feel the same. Rhode’s success lies in its consistency, the careful curation of every detail, and the premium production value that makes the minimalist design feel intentional and elevated. Without the foundation to support it, that same look can easily fall flat.

Key design elements:

• Typography: Clean, modernist fonts with plenty of negative space.

• Colour palette: Muted, earthy tones paired with dark, amber glass. 

• Art direction: Photography that targets the senses, emphasising texture, materiality and botanical elements. 

• Packaging: Industrial-style bottles with simple, understated labels.

Why it works:

Aesop uses a no-nonsense approach to design that signals quality and craftsmanship. The muted colours, negative space and earthy textures appeal to a certain minimalism that doesn’t need to be flashy to be effective. It’s a visual nod to both science and nature, creating a brand that is sophisticated and reliable.

Why copying it won’t work:

Aesop’s design is rooted in their values of “quality” and “ritual”. The minimalist amber bottles and earthy tones reflect a commitment to simplicity and elegance, but the true luxury lies in how these elements support a broader brand world. From their apothecary-style stores to the elevated language in their product descriptions, Aesop creates an immersive experience that feels like a carefully crafted ritual.

You can’t just copy the packaging. Aesop’s success comes from integrating their philosophy into every touchpoint, making each product feel like part of a larger, thoughtful experience.

Key design elements:

• Typography: Bold, sans-serif fonts that feel friendly and direct.

• Colour palette: Bright, energetic tones that could catch your eye from a mile away. 

• Art direction: Minimalist product shots with high-contrast coloured backgrounds that pop off the screen.

• Packaging: Clean, clinical bottles with bold accent colours that stand out on any shelf.

Why it works:

Drunk Elephant’s design communicates fun without compromising on its scientific credibility. The combination of electric neon colours, bold fonts, and clinical bottle shapes break away from the typical beauty packaging norms, creating a brand that feels approachable, lively and trustworthy. It’s an energetic take on what could otherwise feel like a sterile, science-backed skincare brand.

Why copying it won’t work:

The contrast between playful design and the serious, ingredient-focused messaging is what makes Drunk Elephant unique. You can use neon accents and geometric packaging, but if your brand isn't embodying the same mix of playfulness and credibility, it will feel forced.