Packaging for e-commerce in cosmetics and fragrance: how to choose the right packaging for this business model

Products may be shipped individually, packed alongside other items, and pass through several stages of the logistics process before reaching the customer.

The format, weight and dimensions of the packaging determine the type of shipping solution required, the space each order takes up and the amount of protective material needed. All these factors must be considered alongside the requirements of the formula and the overall user experience.

Packaging should be selected with the sales channel in mind

A 15 ml serum shipped individually does not require the same packaging solution as a cream included in a gift set or a complete skincare routine containing several products. Before selecting the packaging, it is therefore important to consider how each order will be prepared and shipped.

Packaging that is particularly wide, heavy or difficult to secure may require a larger shipping box, additional protective material and ultimately increase the overall shipment weight. For e-commerce, primary packaging and shipping packaging should therefore be considered together rather than as separate elements.

Format and dimensions: making better use of shipping space

The nominal capacity of a container is only one factor in determining how much space it actually occupies. Two 30 ml bottles, for example, can have very different overall dimensions depending on their shape, footprint, neck height and dispensing system.

A compact format can help optimise shipping packaging, reduce empty space and improve storage efficiency. However, dimensions should always be assessed using the fully assembled pack, as the cap, pump or dropper can significantly affect its final height and overall volume.

Weight: a key consideration for logistics and ecodesign

Packaging weight affects both the overall shipment and the level of protection required during transport. Reducing weight can improve transport efficiency, provided that resistance, formula compatibility and perceived quality are maintained.

The assessment should consider the complete packaging system, including the bottle, closure, dropper, pump and secondary packaging. Reducing the weight of just one component limits the overall impact.

Protecting the product without oversized shipping boxes

Shipping packaging needs to keep the product securely in place while protecting its most vulnerable areas. If the container can move freely inside the parcel, it may collide with other components. Conversely, if the packaging places excessive pressure on the neck, pump or cap, this can also cause damage.

Packaging designed with the e-commerce channel in mind can make it possible to use more compact shipping solutions and reduce materials used solely to fill empty space. The complete filled pack should be tested against the different positions, impacts and temperature variations it may encounter throughout distribution.

The formula and dispensing system remain key to the packaging choice

Viscosity, dosage requirements, light sensitivity and compatibility between the formula and packaging materials all play a key role in determining the most appropriate container and dispensing system.

A format that performs well from a logistics perspective is no longer efficient if the closure leaks or the dropper fails to dispense the formula correctly. In cosmetics and fragrance, packaging for e-commerce must strike the right balance between dimensions, weight, protection and functionality.

Mailbox: a format developed for e-commerce

The Mailbox bottles illustrate how packaging design can respond to the specific requirements of online sales. Their rectangular shape and slim profile help optimise shipping space and allow the use of protective envelopes instead of oversized boxes with additional void-fill materials. Their dimensions also allow them to fit through standard letterbox openings.

Available in 15 ml and 30 ml, Mailbox bottles can be used for formulas such as serums, oils, foundations and primers with a dropper applicator.

Weight optimisation also extends to the complete packaging system. The 15 ml Mailbox is 20% lighter than the Laura bottle in the same capacity, while the 30 ml version is 22% lighter. On average, the Chicca dropper is 35% lighter than the Minerbio dropper when comparing equivalent finishes.

These differences help reduce both material use and overall weight while maintaining a solution designed for effective formula application. This comparison also illustrates why ecodesign should be assessed across every packaging component, rather than focusing solely on the bottle.

The customer experience continues when the parcel arrives

Customers expect their order to arrive safely, with clean packaging, decoration free from scratches or scuffs, and a dispensing system that works correctly from the very first use.

A compact packaging solution can help reduce the amount of shipping material required, but it must still reflect the brand's visual identity and deliver the expected level of perceived quality.

What should a brand define before selecting its packaging?

The selection process can start by asking the following questions:

• Will the product be shipped individually, as part of a set or alongside other products?
• How much space does the complete pack occupy, including the dispensing system?
• Can the overall weight be reduced without compromising resistance or the user experience?
• What type of shipping packaging is required to keep the product secure and protected?
• Does the solution avoid unnecessarily large boxes and excessive void-fill materials?
• Does the closure remain leak-tight when the product is placed in different positions?
• Can the decoration withstand contact and friction during transport?
• Will the product be easy for the customer to open, use and store?

At Rafesa, we approach packaging for cosmetics and fragrance by considering the requirements of the formula, the dispensing system, the packaging design and real-world distribution conditions as part of the same process. When products are sold through e-commerce, defining these variables from the outset makes it possible to select a functional packaging solution, protect the product and optimise every shipment.