BareMinerals

Role: Senior Art Director

Refresh for BareMinerals, the iconic beauty brand renowned for its innovative mineral-based makeup since 1995. Our aim was to embrace a fundamental clean beauty approach while fostering inclusivity for contemporary consumers who actively seek authenticity in their consumer choices. We seized the opportunity to thoughtfully modernize key design elements, refine image direction, and highlight diverse faces in our casting. This strategic direction was intended to connect with a broader audience that celebrates the beauty of uniqueness.