Simple refreshes Active Skin Barrier range with premium, performance-focused packaging
The updated colour palette pairs Simple’s usual green and white with gradating metallic tones.
UK – Simple has unveiled a global brand refresh for its Active Skin Barrier skincare range, developed in collaboration with branding consultancy Lonsdale.
The redesign aims to clearly distinguish the line from Simple’s core range while emphasizing advanced performance and expert care.
The refreshed packaging is currently rolling out in the UK, with a global release planned in the coming months.
The Active Skin Barrier range targets a broader spectrum of skin concerns, featuring ingredients intended to repair and protect at a cellular level.
However, Simple noted that the previous packaging leaned too closely to the approachable, “friendly” aesthetic of its core products, failing to communicate the range’s high-performance benefits.
In the new design, Simple’s wordmark has been updated by removing the signature leaves above the logotype, drawing more focus to the brand name.
The refreshed colour palette combines the brand’s signature green and white with metallic gradient tones, creating a visual system across six sub-ranges for easier navigation.
Existing printing techniques were leveraged to layer transparent, opaque, and raised inks, adding depth and tactile engagement.
Metallic effects are applied to signal technology, precision, and performance, reflecting the advanced skincare positioning of the line.
Michelle Mak, creative director at Lonsdale, said, “Skincare brands have proliferated drastically in the last several years, with new product innovations, complicated routines and endless steps becoming the norm.
“This refresh lets Simple bring a more expert, premium feel while staying true to what people love: clear benefits, no clutter on the pack, and no clutter on your bathroom counter.”
The update aligns with wider trends in premium and sustainable packaging within the beauty sector.
Last year, Nu Skin relaunched its ageLOC Tru Face line with refillable packaging, designed to cut waste by 72% per refill and reduce overall annual packaging waste by 53%.
Similarly, Aptar Beauty recently launched a dropper packaging solution for skincare and dermocosmetic products featuring an automatic filling system and short applicator.
The design facilitates hygienic, precise dosing, helping brands provide controlled product application while reducing the risk of bacterial contamination.
With its refreshed Active Skin Barrier line, Simple is combining aesthetic clarity, premium cues, and expert functionality to meet consumer demand for skincare that delivers both visible results and a high-quality user experience.
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