BackgroundAs the market demands change, SMEs (small and medium-sized enterprises) have long faced many design issues, including high costs, lengthy cycles, and insufficient innovation. These issues are especially noticeable in the domain of cosmetic packaging design. ObjectiveTo explore innovative product family modeling methods and configuration design processes to improve the efficiency of enterprise cosmetic packaging design and develop the design for mass customization. MethodsTo accomplish this objective, the basic-element theory has been introduced and applied to the design and development system of the product family. ResultsBy examining the mapping relationships between the demand domain, functional domain, technology domain, and structure domain, four interrelated models have been developed, including the demand model, functional model, technology model, and structure model. Together, these models form the mechanism and methodology of product family modeling, specifically for cosmetic packaging design. Through an analysis of a case study on men’s cosmetic packaging design, the feasibility of the proposed product family modeling technology has been demonstrated in terms of customized cosmetic packaging design, and the design efficiency has been enhanced. ConclusionThe product family modeling technology employs a formalized element as a module configuration design language, permeating throughout the entire development cycle of cosmetic packaging design, thus facilitating a structured and modularized configuration design process for the product family system. The application of the basic-element principle in product family modeling technology contributes to the enrichment of the research field surrounding cosmetic packaging product family configuration design, while also providing valuable methods and references for enterprises aiming to elevate the efficiency of cosmetic packaging design for the mass customization product model.