Ayuna • less is beauty is a Catalonia-based D2C beauty company specializing in minimalist skincare solutions. Their packaging strategy emphasizes premium materials, clean aesthetics, and sustainable structures that reinforce the brand's 'Less is Beauty' ethos.
Ayuna's packaging portfolio is characterized by a combination of rigid chipboard boxes, pastel-hued cosmetic jars with embossed branding, and folding cartons with minimalist artwork. The brand utilizes a mix of kraft, white, and pastel colorways, favoring natural paperboard substrates for both retail and shipping formats. The structural designs prioritize easy opening, tactile engagement, and premium shelf presence, while corrugated shippers enhance transit protection. This integrated approach supports both visual brand consistency and product security across D2C and retail channels.

The packaging is a square-shaped retail carton made of smooth, single-layer paperboard. It features a clean, flat construction with precise edges and folds. The exterior is predominantly white with a kraft paper band wrapped around it, showcasing a minimalist design. The top of the carton has a circular logo printed in gold, along with the brand name 'ayuna' in an elegant font. The band includes additional product information in a simple, understated style.

The packaging consists of five round jars made from a sturdy material, each with a smooth, rounded shape. They feature a seamless design with a slightly raised lid that fits snugly onto the base. The jars are available in various pastel colors, including mint green, light blue, soft pink, beige, and dark gray. Each jar has a subtle embossed logo on the lid and a textured band around the base, enhancing the premium feel.

The packaging is a flat, rectangular box with a smooth, single-layer paperboard construction. It features a predominantly white exterior with colorful watercolor-like splashes in shades of green, orange, and yellow, creating an artistic and vibrant appearance. The edges are clean and precise, indicating a well-constructed folding carton. The box has a tuck-in flap closure, typical for retail packaging, allowing for easy opening and closing. The overall design is simple yet elegant, suitable for a product that emphasizes a natural aesthetic.

The packaging consists of several small boxes made from thick chipboard with a premium feel. Each box has a smooth, flat surface with a kraft paper exterior, showcasing a clean and minimalist design. The boxes feature a subtle ribbed texture on the sides, indicating a high-quality construction. The edges are cleanly folded, and the boxes are assembled without visible seams, giving them a sturdy appearance. Some boxes have a decorative band or label wrapped around them, adding to the aesthetic appeal.

The image features two distinct packaging types. The larger box is a corrugated shipping box, characterized by its layered paperboard construction with visible fluted edges. It has a brown kraft exterior and appears to be sturdy, suitable for shipping. The smaller box is a rigid box, made of thick chipboard with a premium appearance, covered in a textured brown paper. It has clean edges and a luxury feel. Both boxes are accompanied by printed materials including cards and brochures.

The packaging is a flat, rectangular folding carton made of a single layer of paperboard. It features a smooth surface with clean edges and folds. The exterior is a light kraft color, giving it a natural appearance. The front displays a white label with gold and black text, indicating the product name and details. The overall design is minimalistic and elegant, aligning with a premium aesthetic.
Ayuna is a small cosmetics brand rooted in a minimalist philosophy, focusing on clean and effective skincare. Their packaging approach combines luxury rigid boxes, custom cosmetic jars, and eco-conscious folding cartons to deliver a cohesive and premium unboxing experience.
With a curated product range, Ayuna leverages custom packaging structures such as rigid chipboard boxes, pastel-toned jars, and artistic folding cartons. The design strategy prioritizes tactile quality, visual simplicity, and environmental responsibility, aligning with growing consumer demand for transparency and sustainability in beauty packaging. Packaging choices are tightly integrated with the brand narrative, supporting both local and international distribution through robust logistics solutions.
Key Differentiator: Ayuna's unique integration of minimalist design, tactile luxury, and sustainability in packaging sets it apart within the clean beauty industry.
Ayuna employs a minimalist visual design with muted pastels, white, kraft, and subtle gold accents. Typography favors clean, sans-serif fonts with ample whitespace, emphasizing clarity and elegance.
The brand utilizes consistent logo placement—either embossed or printed—across all packaging. Iconography is minimal, with a focus on the leaf motif and restrained decorative elements, enhancing visual coherence and recognizability.
Material selection prioritizes thick, recyclable chipboard, textured paper wraps, and sturdy paperboard for folding cartons. Structures are simple yet robust, with seamless folds, clean edges, and minimal embellishment, reflecting a philosophy of reduction and purpose.
Packaging is designed for intuitive, satisfying unboxing, with tactile finishes and clear visuals supporting the customer journey. The design facilitates product discovery and reinforces Ayuna’s clean beauty ethos at every touchpoint, enhancing perceived value and brand trust.
Business insights for ayuna • less is beauty based on available data
Target Market: Eco-conscious and design-driven skincare consumers in premium and clean beauty segments, both in European and global D2C markets.
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for ayuna • less is beauty based on industry standards and best practices
Ayuna applies minimalist design principles, premium materials, and eco-friendly substrates to ensure that packaging visually and functionally embodies the 'Less is Beauty' philosophy while maintaining product safety and aesthetic appeal.
Ayuna's packaging portfolio features thick chipboard for rigid boxes, textured paper wraps, recyclable paperboard for folding cartons, and high-quality glass or plastic for cosmetic jars, all selected for durability and sustainability.
The brand prioritizes materials with high recyclability, minimalist structures to reduce waste, and natural finishes, lowering overall environmental impact compared to industry norms.
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