Aqua Drops® is getting a new box, and we cannot wait for you to see it

Infinity has grown up a lot in the last year. Aqua Drops® Pure arrived in its olive green and gold, and the moment it sat on the shelf beside the original Aqua Drops®, our liquid hybrid brow dye, it was obvious the original deserved the same treatment. So the Aqua Drops® box is getting a new look, and we are excited about it. This post shows you the new box and the current one side by side, so you always have something to refer to.

A more premium feel, for a brand that has grown

Aqua Drops® started as one product. It is now a range, used by artists in more countries than we ever planned for, with Pure beside it and a family of care and prep products around it. When a brand grows like that, the packaging has to grow with it. We wanted the box in your hand to feel like the product inside it: considered, premium, elevated, the kind of thing you are proud to have on the trolley and on the shelf.

So the new Aqua Drops® box takes everything we learned designing Pure and brings it home. Still white and gold, still unmistakably Aqua Drops®, but with a cleaner front, gold foil detail, a finish you can feel, the shade name and its descriptor exactly where you expect them, and the line that sums the product up: Hybrid tint. Bond builder infused. Lasting colour. Put it next to Pure and the two finally look like what they are, one family.

Side by side

The seven shades in the new box

It will take time, and that is the plan

Changing packaging is one of the slowest things a brand can do, and we would rather do it properly than quickly. Our stock is made up well in advance, and the salons, stores and partners who stock Aqua Drops® around the world hold their own stock too, often enough for months. So the new box will not appear everywhere at once. You will start to see it in orders over the next little while, first here and there, then more and more, and we are excited for that moment when it lands in your hands. For a long period there will be both boxes out in the world. That is not a mistake. That is how it is meant to go.

If you receive the current box

This is the part we want to be very clear about. If you have Aqua Drops® in the current box, or you receive it in the current box well into next year, there is nothing to worry about. Same product, same quality, exactly as it should be. The current box is not going anywhere in a hurry; it will be around for a long period of time, and it is every bit as right as the new one. The box is changing because the brand has grown, not because anything needed fixing.

The kits are growing up too

The Gold, Silver and Hero kits now come in the green velvet bag you will know from Pure, and the new boxes will join them inside as they roll through. Same contents, same value, a more premium feel in the hand.

We have loved building this, and we cannot wait for you to start seeing it. Thank you for growing with us.

Debs