A packaging and applying device. The device is particularly advantageous for packaging and applying a cosmetic product, and includes a container holding the product; and an applicator element designed to be supplied with product via a passage in permanent or selective communication with the inside of the container. The applicator element includes an application surface intended to be placed in contact with a surface to be treated. The applicator element is carried by a mobile or movable member designed to move from a first position in which the applicator element is outside or faces outwardly from a recess, to a second position in which the applicator element is contained within the recess. The movable member additionally can perform the following functions when it is in the second position: prevent the actuation of a dispensing element fitted on the container, and/or close off the product delivery passage to the applicator element.