Visual language can communicate as much about a brand’s values as its label does, but cracking show-stopping packaging or experiences requires a different skill than formulating a product. Here, we explore how aesthetic canons continue to influence the beauty industry, where it’s heading and what current-day aesthetic trends mean for branding, packaging and marketing functions. Experts on the creative, operational, manufacturing and social media facets of the industry outline how the right visuals can communicate a brand’s values, and how to leverage compelling design to tell the right stories.