During my time at P.Louise, I developed the full brand identity for its sister brand, Fyne Beauty. Inspired by unique, sculptural packaging that felt worthy of a museum, I built the visual identity, tone of voice, and packaging design around this concept. Designing a product unlike anything else on the market. The launch quickly gained viral traction on social media and became one of the brand’s best-selling products.
The Ice White range is a premium, luxe collection with an emphasis on the signature Ice White finish, aimed at consumers seeking high-end, stylish hair tools. I designed the full collection, including the best-selling T-DRYER, with creative direction developed collaboratively with the marketing team and executed with a premium yet playful Mark Hill touch.
The Aqua Collection is a retro Hollywood Springs–themed range, which I designed from initial concept through to final artwork. This included directing the full creative photoshoot to ensure the imagery reflected the collection’s vibrant aesthetic and the brand’s vision.
At Revolution Beauty, I worked across multiple categories including makeup, skincare, and licensed collections, with a strong focus on packaging design and trend analysis. I translated emerging trends into product development concepts, designing packaging that resulted in best-selling launches such as the Gen Jelly range and Mean Girls license. Many of these projects landed in major international retailers including Ulta Beauty, Walmart, and UK giants Boots and Superdrug.
Working closely with Dose of Lashes, I shaped the creative direction across multiple projects, creating packaging designs that helped solidify the brand’s core identity. This included the design of their 2023 advent calendar, which went viral on TikTok, as well as key launches such as the staple Lemme Lash DIY lashes and the Power In The Blend brush set.
At P.Louise, I designed collections & merch that reflected the brand’s signature pink aesthetic and playful tone. This included themed launches such as their If The Crown Fits Christmas collection, Halloween drops and multiple staple products. I also worked on the first edition packaging of their lip oil duos, introducing the keychain element that has since become a staple part of the brand’s product identity.
While working with LullaBellz, I designed the packaging for their brush and comb collection, creating a pink, on-brand PR-style box that elevated the unboxing experience with a luxe feel. The launch gained major traction and quickly became a repeat sell-out product.
