Clean Makeup

Concepting
Photo Direction
Retouching
Animation
Print/Digital Design

What clean means to the company Sephora is "the beauty you want, minus the ingredients you might not." The clean beauty movement is reaching peak momentum, with no signs of stopping. More than other beauty categories, there is concern that clean makeup doesn't "work" as well as its non-clean counterparts. In the last year, Sephora has seen an unprecedented wave of innovation and efficacy in the clean makeup space. The purpose of this campaign is to drive sales, continue to build awareness and credibility around the category, and to showcase a tightly edited collection of clean makeup products.

The objective of my team was to establish a cohesive look and feel for the category that engages, inspires, and guides clients to want to shop clean makeup online and in store. The overall tone for the creative is positive, modern, elevated, and picks up clean beauty cues such as the green color, and natural botanicals. We wanted the visuals to feel fun and spirited, with smiling models, authentic interaction, and easy application of products. We also wanted the imagery to address common misconceptions about clean makeup in a playful-yet-impactful way. Tight crops of the models show swipes of bold, vibrant color on lips. A model effortlessly applies foundation with a smooth, your-skin-but-better finish and shimmering highlighter for an instant glow—challenging any doubts about texture or payoff. The intention is that the viewer will walk away with a new perception of Clean makeup at Sephora and its high-performance nature.

The duration of this project was two months, and my role included developing a visual concept and photo/motion brief, art directing the photoshoots, designing all the assets for digital and print placements, and making necessary edits based on client feedback.