The cosmetic and wellness industry is starting to become flooded with new and smaller brands making an impact in both retail and online markets. Consumers have never had as many choices in products as what they have today, and brands are finding it harder to market to customers.

It has never been as important for brands to make a visual impact of their products. Whether that is on the shelf, online on e-commerce websites or even through Influencers on Social Media. The product must be able to visually appeal to the targeted demographic otherwise the brand will find it hard to sell.

Fortunately, as time goes on, technology improves and there has never been so many different ways to package and decorate a product. In this article we are going to discuss some of the different choices a company will have when decorating their packaging.

Direct Printing

Probably the most popular choice when decorating cosmetic products is a direct print. This is printed with UV ink straight onto the packaging, whether that is a bottle, jar, tube, pouch, or cap. This printing dries instantly and gives the product a premium look.

There a few different printing processes with cosmetic packaging and some of them are:

  • Silk Screen Printing
  • Offset Printing
  • Hot Stamping (foiling)

When printing, the artwork will generally need to be setup in Pantone colours and the brand will be charged the number of different colours they use rather than the size or complexity of the artwork. Weltrade Packaging specialises in packaging printing, so if you have any questions please don’t hesitate to ask!


Another popular form of decoration is labelling. This is when artwork is printed in CMYK onto a sticker and then the sticker is later applied to the packaging. This is more traditional way of decorating and is great if you’re a company that has multiple skus in the same package or if you are ordering smaller amounts of qty’s. Labelling is also great if you have complicated and busy artwork as direct printing is limited in what you can design.

Even though labelling may seem the better option for some, there are some downsides.

  • Labels can cost more due to extra packaging and the application fee
  • Labels may not seem as premium
  • Standard labels will fail when wet
  • The extra packaging of the label can be seen as a negative impact to the environment

Shrink Sleeving

Shrink Sleeving is proving to be a popular way in decorating for a lot of wellness and cosmetic brands. This process is where the artwork is printed on to a piece of plastic film, this film is then heated and shrunk onto the packaging.

Shrink Sleeving can cover all of the packaging and is great if the brand wants the focus to be on their artwork. Shrink Sleeving can also act as tamper evidency and can be applied to almost any shape of packaging large or small.

If you are interested in our decoration options/packaging and would like to know more, please don’t hesitate to reach out.