Beautycounter pioneered the clean beauty movement with high-performance products free from harmful ingredients. For a decade, they’ve led the charge for safer beauty while advocating for regulations to protect consumers.

As clean beauty became the industry standard, Beautycounter needed to evolve and continue leading in a crowded market. The challenge was clear: stay true to its pioneering spirit and inspire others to join the movement.

As VP of Creative, I led Beautycounter’s revitalization for its second decade, overseeing a new campaign and the brand’s debut at Ulta Beauty, all in one month.

The “Raise Up Beauty” tagline captured the brand’s mission to elevate standards and drive change. We created a 360 campaign featuring Beautycounter community members, refreshed the brand’s visual identity, and developed marketing and merchandising for the Ulta Beauty launch. Every element reinforced that Beautycounter isn’t just about safer products—they’re shaping the future of beauty and advocating for systemic change.