Lash Boss

The Indonesian local skincare market has become one of the most interesting creative environments in Southeast Asia. Local brands are no longer playing catch-up to international competitors. In several categories, they are setting the pace. Lashboss positions its Rapunzel Serum as the number one lash and brow serum in Indonesia, built on an oil-concentrated formula with Biotin, Castor Oil, and other organic oils that work to lengthen, thicken, and strengthen eyelashes and eyebrows.

The brand started as a focused, single-category play: lash serums, done well. That specific positioning gave Lashboss room to build genuine expertise and a loyal customer base before expanding into adjacent skincare categories. The formula is oil-concentrated rather than water-based, meaning a single drop covers both lashes and brows and can be used up to 110 times per bottle, a product story with both ingredient credibility and economic logic behind it.

The name Rapunzel is doing obvious and effective work. In a product category where the core promise is length and growth, naming a hero product after the character most associated with impossibly long hair is direct, memorable, and slightly playful. The packaging brief inherited that personality and had to take it somewhere worth going.

Lashboss needed packaging design for the Rapunzel Lash Serum and several other products. The brief from the client was clear: something unique. In the beauty and skincare category in Indonesia, that word gets used loosely. Almost every packaging brief describes itself as wanting to stand out. What most brands actually want is something that looks nicer than their current packaging while staying safely within category norms.

Lashboss meant it differently. The opportunity the brief opened up was to design packaging that had a second life, something that did not get thrown away after unboxing but stayed with the customer and continued to do brand work in their home, on their desk, or wherever they put it. Packaging waste is an increasing concern for beauty consumers, and brands that solve for it get credit. But the more immediate commercial argument is simpler: packaging that stays in the customer's space keeps the brand visible long after the purchase.

The challenge is that packaging with a functional second life is genuinely hard to design well. The primary job, protecting the product, presenting it attractively at point of purchase, working in an e-commerce flat-lay photograph, surviving shipping, all of that has to be solved first. The secondary life has to be built on top without compromising any of it.

Arterie designed a two-sided box for the Rapunzel Lash Serum with a perforation cut built into the structure.

The box functions as normal packaging on the outside: product-forward, on-brand, ready for retail and e-commerce. When the perforation is torn, the inside of the box opens into a flat display piece with a printed ruler and progress tracking markers. Customers can use it to track how far their lashes have grown over the course of their serum use, turning the box into an eyelash diary and measurement tool. Erhastore

This is the kind of design decision that works on multiple levels simultaneously. For the customer, it is a genuinely useful functional object tied directly to the product's core promise. A lash serum is selling the idea of visible growth over time. A ruler that lets you measure that growth, presented inside the box of the product you are using to achieve it, closes that loop in a way that no marketing copy can replicate. You open the box, tear along the perforation, and your tracking tool is already there.

For the brand, the packaging that stays on a bedside table, a bathroom shelf, or a vanity is a continuous brand impression. Every time the customer uses the serum and checks their ruler, they are interacting with the Lashboss brand. The packaging becomes a point-of-use brand touchpoint for the entire duration of the product's life, which for a serum with 110 applications is a meaningful stretch of time.

The perforation design required solving a structural problem: the tear line has to be clean enough to produce a usable flat piece, but the box integrity before tearing has to hold through shipping and retail handling. The inside print has to register correctly so the ruler is actually accurate and readable once the box is opened flat. These are production details that determine whether a clever concept becomes a functional product or just a good idea that does not survive manufacturing.

A packaging design for an Indonesian lash serum brand that became a functional post-purchase object. The Rapunzel Serum box tears open into a branded ruler and progress tracker that customers keep and use throughout their serum journey. The packaging does not get thrown away. It becomes part of the ritual.

For beauty and skincare brands in Indonesia looking for packaging design that goes beyond surface aesthetics into functional design thinking, this project shows what happens when the brief is taken at its word. Something unique does not mean something louder. It means something that earns its place in the customer's life after they have already paid for it.