Benefit's adorable makeup packaging is a retro feast for the eyes

Benefit Cosmetics branding
(Image credit: Benefit Cosmetics)

Benefit Cosmetics has cooked up a delightful new packaging range for its Benemart Holiday pop-up shop. A delightfully retro twist on classic pantry items, the playful packaging is a unique twist on cosmetics branding, bringing a welcome dose of colour and creativity to the shelves.

Recent packaging designs typically opt for a more minimalist look, diluting the cosmetics design sphere with a sea of uninspired, stripped-back design. Embracing bright and characterful packaging, Benefit stands out among the crowd as a brand that's unafraid to challenge convention and bend the rules of cosmetics branding for the better.

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Natalie Fear
Staff Writer

Natalie Fear is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s Day in the Life series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot).