The Formula X brand of nail polishes have been created exclusively for Sephora by the 'Established' agency. Instead of a nail polish bottle that is round or slightly curved, the design for the Formula X line is cubed. This shape lends itself well to stacking, which is how Established presents these nail polishes in several images. Since these nail varnishes sit so nicely together, they also can sit beautifully side-by-side in a very aesthetically-pleasing box.
The name of the brand itself seems slightly science-inspired, as if these nail polishes are made from some miraculous mystery formula. The simple packaging lets the colors of the nail polishes shine, while still presenting them in a design that is interesting and different from any other offering on Sephora's shelves.