Unlike many of its peers, the cosmetics label swims against the minimalist design tide that’s dominated the industry lately—and it’s paying off in style.
Benefit Cosmetics has dreamed up a delightful new packaging collection for its Benemart Holiday pop-up shop, and it’s all about a whimsical retro spin on classic pantry staples. This playful take on beauty branding isn’t just eye-catching; it injects a much-needed burst of color and creativity into store shelves, standing out in a sea of understated competitors.
Lately, most beauty packaging has leaned hard into minimalism—think muted tones, sleek lines, and a whole lot of “less is more” that often ends up feeling uninspired and generic. Benefit, though, is doubling down on bold, personality-packed designs. By embracing this vibrant aesthetic, the brand sets itself apart as one willing to challenge the status quo and reimagine what beauty packaging can be—for the better.
The star of the show? Packaging that mimics everyday food items: tinned seafood, energy drinks, tomato soup cans, and even chocolate bars. Each design has its own unique charm, blending 1950s-era food packaging nostalgia with a fresh, modern twist that feels current. Benefit has long been known for its retro flair, but this latest range feels especially fresh—thanks in part to its clever, witty copy and authentic, not-overly-polished design.
It’s a nice callback to the early 2010s, when food-inspired beauty was a bona fide trend: who could forget Too Faced’s iconic Chocolate Bar eyeshadow palette, or theme-driven brands like Beauty Bakerie that leaned into sweet, snack-like vibes? But Benefit’s take doesn’t feel like a throwback—it feels like a reinvention.
Retro packaging’s recent comeback might even have a little help from outside the beauty world. Earlier this year, chef Matty Matheson launched sleek, nostalgic packaging for his Matheson Food Company, and it’s since felt like the design world is inching back toward playfulness. Just look at brands like Milk & More or Tomatier—they’re leaning into fun, approachable designs too.
And with Gen Z growing more drawn to authentic marketing and “anti-design” aesthetics—looks that feel unpolished, relatable, and free of corporate sheen—my bet is we’ll see even more of this whimsical, retro energy hit shelves in the weeks ahead. Benefit’s Benemart collection isn’t just a holiday treat; it’s a sign of what’s to come.
