Krimaa

Brand

Krimaa

Industry

Skincare

Year

2025

Services

Packaging

1) Project Overview

Designing Inclusive, Functional Packaging for a Modern Indian Beauty Brand

Krima Beauty is a foundation-first makeup brand built with the intention to serve Indian skin tones in all their depth, diversity, and nuance. The brand champions inclusivity through an extensive shade range that moves seamlessly from light to deep, ensuring that every user can find a match that feels natural and true to them. Confetti partnered with Krima Beauty to design their core packaging system, including the foundation bottle, paper box and mailer packaging. The objective was to create packaging that feels minimal, premium and confident, while solving real usability challenges within the foundation category.

02) Challenges

Balancing Premium Aesthetics with Everyday Usability

The foundation market is crowded with packaging that often prioritises appearance over experience. Shade identification is frequently hidden at the bottom of products, pumps tend to get messy over time, and many designs fail to consider how consumers actually interact with their makeup on a daily basis. Krima Beauty needed packaging that felt elevated yet practical. It had to communicate inclusivity, make shade recognition effortless, and maintain a clean, premium look. The challenge was to design a system that worked beautifully on shelf, in hand, and inside a customer’s makeup routine.

03) The Confetti Way

Reverse Engineering the Packaging Design

Confetti approached Krima Beauty’s packaging by first understanding everyday makeup behaviour. How people pick up products. How they store them. How they identify shades & where frustration usually occurs. Rather than designing only for aesthetics, we focused on small but meaningful functional decisions. Right from choosing bottle formats over tubes to rethinking shade placement and information hierarchy, every choice was made to reduce friction and improve experience. The result is packaging that feels considered, intuitive and boldly premium.

04) User Personas

Made for Indian Skin, Made for Everyday Wear

Krima Beauty is designed for Indian women who want reliable, well-formulated foundation that matches their skin without compromise. These users value products that feel inclusive, easy to navigate and thoughtfully designed. They may be beginners building their first routine or experienced makeup users who know exactly what they want. Across both, the expectation is the same: clear shade identification, mess-free application, and packaging that feels refined.

05) Brand Experience Through Packaging

Letting the Product Speak First

Since packaging is currently the primary brand touchpoint, Confetti treated it as the main storytelling surface. The mailer box features conversational copy, creating a sense that the brand is directly speaking to the customer. This helps build connection and warmth at the very first interaction. The outer paper box and bottle follow a minimal layout with a bold maroon base, giving Krima Beauty a strong shelf presence while retaining a premium feel. The system is restrained, allowing shade information and product details to remain clear and legible

06) Packaging Design

Minimal, Inclusive and Built for Real Use

Confetti selected foundation bottles over tubes to reduce mess and product build-up, offering a more controlled and hygienic experience. One of the key interventions was relocating shade identification to the top of the packaging instead of the bottom. This allows users or even the salesperson at any makeup store to recognise their shade instantly without flipping the product repeatedly. We also introduced a visual swipe of foundation tones ranging from light to deep on front of the foundation packaging, representing the breadth of Indian skin shades and reinforcing the brand’s commitment to inclusivity. This element functions both as a practical guide and a symbolic statement of range. Across bottle, paper box and mailer, the packaging system feels cohesive, functional and confident, supporting Krima Beauty’s goal of offering makeup that is inclusive & approachable.