STARSKIN is an iconic skincare brand, renowned for its K-beauty–inspired treatments and its experiential approach to skin care. With products that promise red-carpet-ready skin in just minutes, the Dutch brand focuses on quality, innovation, and first impressions—because there’s no second chance to make a great first impression.
That’s why packaging becomes a key element: it must convey values such as accessible luxury, performance, and uniqueness. With this in mind, STARSKIN partnered with Packly, which created custom sleeves and cases for some of the brand’s hero products, from the “Sparkling Moments” gift set to their bestselling face and hand masks.
We spoke with CEO Paul Hendriks to understand how they choose their packaging, what they look for in a supplier, and why customization is an essential asset in the beauty industry.
Could you please briefly explain the philosophy behind the STARSKIN brand and what makes it unique in the skincare market?
At Starskin, our philosophy is to deliver professional skincare results at home through cutting-edge K-beauty innovation and clean formulations. We pioneered award-winning sheet masks, serums, and treatments that offer instant, visible results while creating a luxury self-care ritual. What makes Starskin unique is our ability to merge high-performance skincare with indulgent experiences, inspiring confidence and radiance. At starskin.com, beauty lovers worldwide discover a premium skincare brand where science, innovation, and luxury meet.
How important is packaging to your product strategy and brand positioning?
Packaging is essential to Starskin’s strategy because it is the first expression of our luxury skincare brand that customers see. It conveys quality, communicates product benefits, and sets the stage for the beauty experience inside. For us, packaging is a marketing tool that tells our brand story while elevating gifting and unboxing moments. With Packly’s expertise, we design luxury skincare packaging that captures attention, strengthens our positioning, and makes Starskin stand out in the competitive global beauty market.
How do you choose packaging solutions for your launches? What factors drive your decisions?
When creating packaging, we focus on visual impact, brand storytelling, and customer experience. We ask whether the design reflects our premium skincare identity, communicates product benefits clearly, and excites customers both online and in-store. Sustainability is also central to our decision-making, as modern beauty consumers expect eco-conscious solutions. By working with Packly, we achieve packaging that is luxurious, sustainable, and flexible, allowing Starskin to launch innovative products quickly while staying true to our brand values.
For the products made with Packly – in particular, the sleeve of the “Sparkling Moments” gift set and the case for “Red Carpet Ready” – what were you looking for in terms of aesthetics and functionality?
For “Sparkling Moments” and “Red Carpet Ready 3+1 set” and all our other 3+1 sets, we wanted packaging that felt like luxury skincare gift sets in their own right. The aesthetics had to be glamorous, celebratory, and Instagram-worthy, making every set a perfect present. Functionally, we aimed to create an exciting unboxing journey that reflects the high quality of Starskin products. Packly delivered packaging that elevates our brand story, communicates exclusivity, and transforms these launches into memorable beauty experiences.
What were the main challenges in creating this custom packaging?
The challenge was to balance luxury design, storytelling, and sustainability while ensuring the packaging worked across both retail and e-commerce. Gift sets must not only look premium but also capture the essence of the products inside at first glance all at an affordable costprice. Another challenge was maintaining eco-friendly standards without compromising aesthetics. Packly’s ability to translate our creative vision into sustainable beauty packaging allowed us to overcome these challenges and launch packaging that truly embodies Starskin’s luxury DNA.
What impressed you most about the service offered by Packly?
What impressed us most is Packly’s ability to deliver luxury-quality packaging at high speed, without sacrificing creativity or precision. Their on-demand platform allowed us to visualize designs instantly and bring them to life with flawless results. Unlike traditional suppliers, Packly provides unmatched flexibility, enabling us to create bespoke formats and limited editions with ease. What also impresses us is the high level of quality control on the files that we provide and the help and flexibility to solve technical design issues. For Starskin, Packly is more than a supplier—it’s an innovative packaging partner that helps us continuously delight our customers.
Did you create any prototypes during the development phase? What was the experience like using the platform?
No, we did not created prototypes, however your digital platform allowed us to preview and refine packaging designs in real time, ensuring alignment with our brand aesthetics before final production. This gave us confidence that the final packaging would perfectly reflect Starskin’s luxury skincare positioning.
How does well-designed packaging affect customers’ perception of the product?
Well-designed packaging instantly communicates luxury, trust, and quality to customers. In beauty, where first impressions matter, the packaging often defines the perceived value of the product inside. For Starskin, it creates a premium unboxing moment that feels like receiving a gift, reinforcing the effectiveness and indulgence of our skincare. With Packly, we craft packaging that not only enhances the customer experience but also strengthens Starskin’s image as a luxury skincare brand.
How important is sustainability in your company’s packaging choices, and how does it integrate into your projects?
Sustainability is a top priority for Starskin, and it plays a central role in how we design our packaging. Today’s beauty consumers want eco-friendly skincare packaging that aligns with their values, without compromising on luxury. With Packly, we benefit from on-demand production and recyclable materials, helping us reduce waste while still offering a premium look and feel. For Starskin, sustainability and luxury beauty packaging go hand in hand, creating solutions that are both responsible and desirable.
Spoiler alert: Do you have any new launches or special formats planned for which you plan to design additional packs soon?
Yes—Starskin has several exciting new launches planned, including limited-edition gift sets and innovative beauty formats. Packaging will once again be key in capturing attention, elevating the luxury experience, and making each launch share-worthy online. Customers can expect bold, beautiful new products with equally striking packaging—first revealed on starskin.com and across our global retail partners.
