PURE CULTURE BEAUTY

BRANDING | VISUAL DESIGN | ART DIRECTION

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CUSTOMIZED SKINCARE, JUST A CLICK AWAY

The former chief chemist of MAC Cosmetics (Victor Casale) and the former CEO of Yes To and H2O+ Beauty (Joy Chen) came together in 2019 to launch Pure Culture Beauty. Inspired by the tech behind 23andme, Pure Culture Beauty creates skincare products customized just for you. I partnered with this dynamic duo to bring the Pure Culture brand to life, including the visual design of their DTC (direct-to-consumer) website experience, art direction for all product photography, and visual curation of their social marketing channels. This past September, Pure Culture’s successful launch was featured in Forbes, and the company continues to grow, with several new products coming in 2021.

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