Unboxing the Appeal of PR Beauty Boxes

Last updated on April 18th, 2025 at 11:26 pm

Regardless of how niche your interest is, there’s surely an influencer for it with a PR unboxing video on the internet. If you’re into beauty and makeup, we are willing to bet you’ve even clicked on one recently.

PR boxes have been around for a long time, but they’ve really taken off in recent years when short-form content became king on social media. Then came unboxing, which transformed plain mailer boxes into vibrant, thoughtfully designed packages with fancy embellishments and personal touches.

If you are planning on giving out your very own PR box, you’re in luck. Check out this list of viral PR beauty boxes from renowned global brands, before you start ordering mailer boxes in bulk

Kylie Cosmetics

One of the most iconic PR boxes of late was beauty mogul and reality TV star Kylie Jenner’s 25th birthday PR box. Although it was worth a whopping $175 for a 3-piece birthday lip crayon set and lip gloss set, it sold out in minutes as soon as it was launched on the website. Unfortunately, the virality was not 100% positive. Some customers felt that it was overpriced and not worth the cost.

@bethennyfrankel Anyone in the market for a $117 cardboard box??? #kyliecosmetics #kyliejenner #celebritybeautybrand #celebritybrand #celebritybrandreview #celebritybrandreview #kyliecosmecticsreview #beautytiktok #beautytok #beautyreview #beautyreviews #makeuptiktok #makeuptok</a > #makeupreview#makeupreviews#packagingreview#brandreview#beautybrand#beautybrands#beautybrandreview#makeupbrand#makeupbrands#makeupbrandreveiws#lipgloss#lipkit#kylielipkit#kylielipkits#kyliebirthdayeditionbundle♬ original sound – Bethenny Frankel

Maison Margiela

True to its branding, Parisian haute couture house Maison Margiela is also known to send out unconventional yet timeless PR boxes to its prominent customers. Apart from dressed-up mailer boxes, the brand has also released PR boxes that look like suitcases, treasure chests, and even actual works of art.

@abbyfridman Obsessed is an understatement. Thank you @maisonmargielafragrances #onadate #smellslikememories #maisonmargiela #maisonmargielafragrances #springfragrance #springperfume #perfumemusthave #luxuryunboxing #luxuryperfume #foryou #fyp #ugc #influencertips #fulltimecontentcreator #contentcreator #ugccreator ♬ A Keeper – Drake

Glossier

No PR beauty box list will be complete without mentioning one of the greatest marketing geniuses in the beauty industry. In just a few years, Glossier managed to rise above older and more established brands by harnessing the power of the digital space.

The digital-first cosmetics and skincare brand brought back the minimalist look that inspired even its fiercest competition, and their boxes always feel fresh, modern, and highly reflective of their overall aesthetic.

Rare Beauty

Hollywood actor and self-love advocate Selena Gomez came out with her own inclusive beauty brand, Rare Beauty, in 2019. The brand’s PR boxes are designed to communicate self-acceptance and empowerment – that every individual should feel beautiful and included regardless of race, ethnicity, and even gender identity.

 

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A post shared by Rare Beauty by Selena Gomez (@rarebeauty)

Easy Tips for Creating an Unboxing-Worthy PR Beauty Box

Inspired yet? Here are some tips to keep in mind that can help raise the potential of your PR box to go viral:

• Include a variety of products. Instead of sending out just one item from your array of products, why not go with two to three? This will make your PR box more exciting to open and increase the chances that the influencer or celebrity will use your products.
• Add a personal touch. A handwritten note can go a long way towards making a PR box more special. This will show the recipient that you really took the time and effort in preparing the box.
• Consider the shipping costs. When you’re budgeting for your PR box, don’t forget to factor this in! This can easily rack up if you’re sending out the box to influencers living overseas.
• Time your PR box launch. Generate more excitement and buzz around your PR box by sending it out before or around the same time as a product launch.
• Don’t forget to track the results. How else would you know if your campaign was successful?

PR boxes are a tried-and-tested way to pique curiosity and build interest around your brand and products. If you’re ready to prepare your own, start with mailer boxes that you can easily customize here at UPrinting!