I love Tarte. Some of their packaging is fantastic. Some of it is not. BRIGHT BRIGHT cheesy gold plastic exterior. No. And then the fonts on the tarte sugar rush are like....huh?? Comic sans?? The purple glittery mascara package is a no from me and I'm not sure how it matches the brand. I also wish they'd stick to a consistent shape tape external package. The shape tape lid has that cheesy gold I mentioned although it's not as bad mixed with the purple.

I also don't like the First Aid Beauty branding at all. For the longest time I thought it was a drug store brand (got it in beauty boxes) until I realized the $$$, and now I know the formulas are great.

Estee Lauder's branding disguises how modern some of their products are.

I don't love juvia and essence packaging but they are probably the reason those great brands stay so inexpensive so it is fine.