What defines the Modern Apothecary look?

It draws on the visual language of heritage pharmacies and laboratory glassware — but reinterpreted for today’s beauty and wellness world. The palette is often muted: browns, blacks, off-whites, and soft metallics. Materials are chosen for their tactility and integrity — glass, brushed metal, textured papers.

This aesthetic works especially well for formulations that emphasise natural ingredients, efficacy, or ritual. It’s a style that doesn’t shout — but it stays with you. And when done well, it builds trust before a word is even read.