WHAT WE SAY:
K-Beauty brand TOUN28 is showing that if a formula is good enough, an understated pack won’t hinder sales. The brand has inverted the common ingredient-to-packaging spend ratio and gone for a pared back exterior design to make way for more impactful formulations.
Its recently launched cleansing water comes in a simple aluminium bottle with a single, small label – promoting recyclability and the potential for reuse. We would like to see the brand innovate with its cap, where some minimal plastic is still used to reduce product seepage, but this brand shows that design doesn’t have to be showy to make an impact.