beautyblender — Creative Partnership, 2017–2021Building a brand across every surface.
Over four years I worked as an embedded senior creative for beautyblender — defining the look and feel of their email program, designing limited edition packaging, illustrating original icons, animating social content, and shooting brand photography. I worked directly with their art director, creative director, copywriter, and marketing teams across every channel they touched.
Relationship: Creative Consultant, 2017–2021
Scope: Packaging · Illustration · Email · Homepage · Social · Photography · Animation
Team: Art Director, Creative Director, Copywriter, Marketing
Channels: Email · Homepage · Paid Social · Organic Social · Packaging · Retail
FINAL PRODUCTCONCEPT
01 — Packaging & Illustration A limited edition that sold out.
Beauty Queen was a limited edition version of the original beautyblender — and it became one of the brand's highest-selling limited editions. I conceived and illustrated all of the icons myself, developing a visual language that felt celebratory and distinctly beautyblender without losing the brand's irreverent energy. The illustrations carried through from packaging into campaign imagery, giving the promotion a cohesive visual identity across every touchpoint.
CAMPAIGN IMAGERYMOOD BOARD
CAMPAIGN 1 — SHADE FINDER LAUNCH
CAMPAIGN 2 — GLOW SET EDUCATION
02 — Email & HomepageFour years of defining how the brand spoke.
When I joined beautyblender in 2017 I established the email template system and typography that would carry the brand's digital communications for the next four years. Across dozens of campaigns — product launches, seasonal promotions, brand initiatives — I designed every email and corresponding homepage tile, ensuring the brand showed up consistently whether someone was in their inbox or on the site. Selected campaigns below.
CAMPAIGN 3 — BOUNCE CONCEALER03 — PhotographyArt directed and shot.
All photography in this section was art directed and shot by me — working from brand guidelines and seasonal briefs to create social content that matched the visual standard of beautyblender's broader campaign work.
04 — Motion & AnimationBringing it to life.
All animations produced in Photoshop. Motion was used to add energy to product education content and increase engagement on social — turning static campaign assets into something worth stopping for.
