Packaging is the first thing a customer touches. It's the most visceral part of your brand. And yet, it's where I see the most avoidable mistakes.

The biggest one? Choosing form over function. A bottle can look incredible on Instagram, but if it leaks in a suitcase or the pump stops working after three uses, that customer is never coming back. Always, always do compatibility and stress testing.

Another common mistake is ignoring the weight. Heavy glass feels premium, but it costs a fortune to ship. In 2026, sustainability is also non-negotiable. If your packaging isn't easily recyclable or made from PCR (Post-Consumer Recycled) materials, you're already behind.

Think about the shelf life of the aesthetic too. Trends move fast. If your packaging is too 'of the moment', it will look dated in 18 months. Aim for timeless quality.