︎
A short content exploring the rise of alchemic
and medicinal aesthetics in consumerism
(and why it's casting a spell). Is it a quest for truthfulness?



Forget sleek, ultra-modern packaging; the real flex now is to make your perfume look like it came out of a medieval apothecary. Amber glass? Check. Gold seals? Of course. You might even expect a wizard to hand it to you across the counter.

But here’s the genius: it’s all about tapping into that ancient, mysterious aesthetic of alchemy—the age-old dream of turning lead into gold. Or, in this case, turning perfume into an experience that Gen Z can’t resist. And let’s face it, for this generation, symbolism and storytelling are everything. Just slapping a label on a product won’t cut it anymore. It has to have vibes — and nothing vibes harder than looking like it holds the secret to eternal life.

Generation Z wants more than just a pretty bottle—they want meaning. Kids are curating their lives like a Pinterest board, and brands know it. That’s why the apothecary aesthetic works so well. It hits that sweet spot of being minimal yet mystical, nostalgic yet new. It’s the design equivalent of saying, “I’m an old soul but also incredibly on-trend.”

And don’t even get us started on an ESG angle. The medicinal aesthetic, with its clean lines and herbal undertones, conveniently suggests that what’s inside is not only luxurious but also pure and natural. These designs subtly imply sustainability without having to scream “I’m green!”

Picture it: an unboxing video where the perfume comes out of its alchemic treasure of a box, glowing in the soft light. It’s exactly the kind of thing that racks up likes. More than just a product, it’s content. And that’s the real magic.