Creative direction, Packaging Design: Dusia Alexeeva
Objective: The ULTA Luxe project aimed to establish a premium packaging identity for a high-end beauty line under the ULTA brand. The challenge was to distinguish ULTA Luxe from its main line by emphasizing its sophistication and luxury, without losing sight of the brand’s broader accessibility.
Process: The packaging needed to be as luxurious as the products themselves, so I focused on premium materials and finishes—such as metallic foils, embossed details, and high-gloss laminates. These tactile elements were combined with a minimalist design approach, ensuring the product itself remained the focal point. The color palette was grounded in classic black and gold to evoke elegance, while hints of jewel tones were introduced to differentiate various products within the line.
I also collaborated closely with the production team to ensure that the design could be executed on a mass scale without losing its luxury feel. This included optimizing dielines for cost efficiency while maintaining premium aesthetics.
Outcome: ULTA Luxe’s packaging design received significant attention from both consumers and industry insiders, earning praise for its elegance and attention to detail. The line became one of ULTA’s top-selling premium collections, with customers often citing the packaging as one of the reasons they felt drawn to the product. The design also won several awards at industry events for both its aesthetic appeal and sustainable material use.
Skin Collection
Hair Collection
Below are the point-of-sale (POS) store displays that I designed for Ulta stores. These displays were strategically placed throughout all retail stores across the United States to attract customer attention and drive sales. Crafted from high-quality acrylic material, these displays effectively showcased the products and enhanced the overall shopping experience for customers.
