So we’re here to change that narrative, by equipping brands with the knowledge and practical strategies they need to make their products and packaging more accessible.
Genuine inclusivity isn’t just a nice thing to do, it’s good for business. Inclusive brands are growing 1.5 times faster than their competitors.
Up until a few years ago, I hadn’t once considered how someone with a vision impairment would use the products I was designing. I was designing with subconscious bias. But once I saw it, I couldn’t unsee it — and I could change it.
— Kathleen Casford, Founder of By Ninja
That shift started with a conversation, listening to lived experience. It showed us how something as simple as a shampoo bottle could either strip away independence or give it back.
Now, accessibility isn’t an afterthought in our work — it’s a foundation. And we believe every beauty brand has the power (and responsibility) to do the same.
For many people, beauty isn’t just a routine, it’s identity, confidence, independence. Yet most beauty products unintentionally exclude millions of people.
This isn’t just a social issue; it’s a commercial barrier:
People with low vision or blindness are not a niche audience. They’re loyal customers with real purchasing power and an unmet need. By designing for them, you don’t just do what’s right, you gain a competitive advantage.
Inclusive beauty brands are already growing 1.5x faster than their competitors. The ones who lead with accessibility will be the ones who shape the future of beauty.
Having products that are distinguishable would mean everything. It would take away the stress of identification. It would take away frustration. It would give me more independence.
— Narelle Gatti
Myth 1:
Accessibility makes design boring.
Truth:
Accessibility sparks creativity. Inclusive design challenges conventions and pushes design further. It makes beauty more beautiful.
Myth 2:
Accessibility is only for a small audience.
Truth:
Almost 60% of Australians will experience a chronic eye condition in their lifetime. Accessibility serves millions of loyal, underserved customers.
Myth 3:
Accessibility is expensive.
Truth:
Many changes are low-cost or cost-neutral when built into the design process early. The return comes in loyalty, reputation, and new market share.
Myth 4:
Accessibility is too complicated.
Truth:
With practical guidelines and the right partner, accessibility is simple and achievable. You don’t need all the answers to start, you just need to start.
At By Ninja, we go beyond design to shape products that make life better. Better packaging. Better experiences. Better beauty.
Inclusive design is powerful: it uncovers hidden connections, solves overlooked challenges, and creates experiences that drive meaningful change.
With strategic depth, creative curiosity, and a relentless focus on human impact, we:
Accessibility doesn’t limit creativity, it fuels it. It pushes design further, and makes beauty truly beautiful.
See how we helped Wilde launch Australia’s first accessible luxury haircare range.
Every brand’s accessibility journey will be unique, shaped by your values, your impact, and what’s feasible right now.
But the first step is simple: awareness. The next is action.
Here’s how you can begin:
These guidelines give you the foundational knowledge and practical strategies to make your products and packaging more accessible — especially for people with low vision or blindness — in a way that is viable and meaningful for your brand.
We’ll help you go beyond the guidelines, embedding accessibility into your product design, packaging, and brand strategy.
Accessibility is a journey. You don’t have to do it alone.
Beauty has the power to give people independence, dignity, and joy. Or it can take those things away. The choice is in how we design.
We’ve helped pioneers like Wilde prove that accessible beauty isn’t just possible, it’s powerful. And we’ve partnered with Guide Dogs to make accessibility practical for every brand.
The future of beauty is inclusive. The only question is: will you lead, or follow?
By Ninja is an Australian design studio recognised for leading accessible beauty product design. We specialise in creating packaging and product experiences that are inclusive, commercially smart, and beautiful. From luxury haircare to everyday essentials, we partner with brands to pioneer accessible beauty in Australia and beyond.
Influencing change starts with a conversation.