ge beauty

the challenge

how to translate the desires of a generation breaking away from beauty standards into a beauty brand? and how to launch a brand created by a digital influencer that could inspire a mental health movement?

a brand for nowadays needs 

the solution

we did it by creating products that blend into each other without rules, offering endless possibilities for use; by inviting people to disconnect from social media and connect to their needs.
that is how ge beauty was created and launched. the concept was brought to life through different touchpoints: from product names to photos, from packaging to sales channels - nothing is excessive, frivolous, or bound by rules. users are invited to create their own rituals according to the results they want at that moment, and we share them as inspiration for the whole community. the results are as diverse as the brands’ customers. 

the tagline “your timing; your way” became a manifesto for slowing down and was brought into fashion / lifestyle icons.

when a brand moves people so deeply they ink its tagline on their skin, its concept has truly landed.