There has been a large uptick in e-commerce. The overall percentage of E-commerce retail sales are perhaps surprisingly small— 9 percent of sales in the US and 17 percent in the UK— but with sustained growth. If brands don’t have E-commerce optimized packaging, they are missing a huge opportunity.

People are now purchasing their everyday items online, so buying something online besides your routine staples adds a whole new level of consumer expectations. E-Commerce packaging also gives brands a new environment to experiment and innovate: the consumer’s homes and social feeds. Companies like Packlane are enabling startups and challenger brands to create fully branded e-commerce packaging on-demand.

Seed to Serum’s plant-based skincare line has released a conceptual packaging system inspired by rose quartz for its color, irregular shapes and healing properties. It’s also a nod to the minerals our skin needs, and each box is accented by gold leaf reminiscent of what you’d find on a traditional apothecary window.