Packaging comes first for beauty brands because Instagrammability sells.

Packaging comes first for beauty brands because Instagrammability sells. Social media has leveled the playing field between indie upstarts and major brands. One appealing product can kickstart a fledgling retailer and attract major retailers like Sephora to partner up for a product launch (like Taste Beauty’s French bulldog-inspired lip balm). Ypulse found that 46% 13-35-year-old social media users think it’s important that product packaging looks good on the things they post, and established brands like MAC have caught on: their $250 pyramid-shaped makeup collaboration with Aaliyah sold out just minutes after launching. (Glossy)