In today’s hyper-competitive e-commerce landscape, brands need to be more creative than ever to capture the attention of Gen Z consumers. Born between 1997 and 2012, Gen Z is a unique generation—digital-first, socially conscious, and highly engaged on social media. For them, packaging is much more than just a container; it’s a form of self-expression, a reflection of brand values, and a key part of the unboxing experience.

E-commerce brands are quickly realizing that to win over this demographic, they need to invest in innovative, digital-first packaging that speaks directly to Gen Z’s values and digital habits. In this blog, we’ll highlight some of the top e-commerce companies whose packaging strategies are successfully capturing Gen Z’s attention.

Glossier, the skincare and beauty brand, is a pioneer in creating a digital-first, Instagrammable packaging experience that resonates with Gen Z. From the start, Glossier designed its packaging to stand out on social media platforms.

What’s Working:

• Signature Pink Pouch: Glossier’s iconic pink bubble wrap pouch is not only functional but also has a distinct aesthetic that makes it instantly recognizable. Gen Z customers often share their unboxing experience on Instagram and TikTok, creating user-generated content that fuels the brand’s marketing efforts.
• Minimalistic Design: Glossier’s packaging follows a clean, minimalist design philosophy, aligning with the Gen Z preference for simplicity and authenticity. Each product comes in a simple, branded box, often accompanied by fun stickers that encourage personalization—another key factor in appealing to this demographic.
• Sustainability Messaging: Glossier is committed to sustainability, which is crucial for Gen Z. Their packaging is designed with minimal waste, and the company has made efforts to incorporate recyclable materials into their process.

Key Takeaway: Simplicity, recognizable branding, and a social media-friendly aesthetic are powerful strategies for brands looking to capture Gen Z’s attention.

Billie, a subscription-based razor company, has captured Gen Z’s attention with bold, vibrant packaging that reflects the brand’s body-positive ethos. They’ve embraced a strong stance on inclusivity, a value highly prioritized by Gen Z.

What’s Working:

• Bold Colors and Typography: Billie’s packaging features bright, bold colors and playful typography, making it instantly stand out. The razor kits arrive in compact boxes with visuals perfect for social media unboxings.
• Inclusivity and Empowerment: Billie’s packaging reflects the brand’s commitment to challenging beauty norms. The messaging is inclusive, focusing on body positivity and empowerment—messages that resonate with Gen Z.
• Eco-Friendly Packaging: Billie emphasizes sustainability with fully recyclable packaging, aligning with Gen Z’s environmentally-conscious mindset.

Key Takeaway: Brands that embrace bold, empowering messaging and sustainable packaging can win the loyalty of Gen Z, especially when these elements reflect the social causes they care about.

Nike, a global leader in branding, has fully embraced a digital-first packaging approach. They focus on customization and eco-friendliness—two critical aspects for Gen Z consumers.

What’s Working:

• Sustainable Initiatives: Nike has made significant strides in reducing its environmental footprint. Their e-commerce packaging is fully recyclable, and their signature orange shoeboxes are made from recycled materials.
• Customization: Nike offers personalized packaging experiences for customers who purchase customized shoes, making the unboxing feel even more unique.
• Unboxing Experience: Every detail of Nike’s packaging is designed to enhance the unboxing experience, making it shareable on Instagram and TikTok.

Key Takeaway: Personalization and sustainability resonate strongly with Gen Z. Nike’s ability to combine both elements is key to maintaining appeal among this generation.

The Ordinary, a science-driven skincare brand, has captivated Gen Z with packaging that reflects transparency and simplicity. For this generation, authenticity is everything.

What’s Working:

• Minimalistic Design: The Ordinary’s packaging is clean, with minimal text and design. The focus is on the product and its ingredients, which appeals to Gen Z’s desire for transparency.
• Sustainability Commitment: The Ordinary has integrated sustainability into its packaging, using glass and recyclable plastics, aligning with Gen Z’s eco-consciousness.
• Focus on Information: Rather than flashy packaging, The Ordinary’s labels emphasize detailed information about the ingredients, speaking to Gen Z’s need for authenticity.

Key Takeaway: Transparency, minimalism, and eco-friendliness are key to winning over Gen Z. Brands like The Ordinary demonstrate that simplicity, coupled with sustainability, can create powerful connections with this audience.

PANGAIA, known for its eco-friendly fashion, has made sustainability a core part of its packaging. Their commitment to zero-waste packaging resonates deeply with Gen Z.

What’s Working:

• Zero-Waste Packaging: PANGAIA uses compostable and recyclable materials for its orders, which is a major draw for eco-conscious Gen Z shoppers.
• Educational Messaging: The packaging is not just sustainable, but also educational. PANGAIA prints information about sustainability practices directly on the packaging, educating customers on how to reuse or recycle it.
• Minimalistic Yet Thoughtful Design: PANGAIA’s sleek, minimalist packaging design feels premium while being eco-friendly, enhancing the unboxing experience.

Key Takeaway: PANGAIA shows that brands prioritizing sustainability and using packaging as an educational tool can win Gen Z’s loyalty by aligning with their values of eco-consciousness and responsibility.

Brands like Glossier, Billie, Nike, The Ordinary, and PANGAIA demonstrate that successful packaging for Gen Z goes beyond aesthetics—it’s about reflecting their values. Whether it’s sustainability, inclusivity, minimalism, or personalization, these brands are creating digital-first packaging strategies that captivate Gen Z’s attention and turn e-commerce orders into shareable experiences.

Looking to update your packaging to attract Gen Z? Let us help you create modern, eye-catching packaging that connects with this new generation and boosts your sales. Check out our work on Behance and contact us today to take your brand’s packaging to the next level!