The Objective

Launch Pure Skin, e.l.f. SKIN’s first official product line, as a complete routine for sensitive skin. Build skincare credibility for a brand known primarily for cosmetics through a dermatologist-led campaign that communicates e.l.f.’s commitment to skin.

The Vision

Science first, with e.l.f.’s playful spirit. A fresh take on a science setting put the collection’s dermatologist-developed formulas at the forefront, while highlighting its clean, vegan, and cruelty-free credentials. The creative balanced authority with approachability, making skincare for sensitive skin feel credible and accessible.

My Role

I developed the campaign’s art direction and designed the launch assets, translating the science-first concept into a cohesive visual identity. I balanced playful imagery with clear product education to communicate the collection’s benefits and skincare credentials.