This project began while I was working at Ulta Beauty, surrounded by shelves of makeup and skincare products. I studied the packaging, branding, and messaging of both makeup-only and hybrid skincare-makeup products, keeping in mind that these would be my “competitors.” I also researched my target audience, women ages 20-40, to better understand what they valued in beauty products. From there, I developed the concept for a clean, natural makeup brand that avoided the harsh chemicals often found in everyday cosmetics.
Leaning into the brand’s natural, eco-conscious identity, I chose green as a primary color, a shade that communicates environmental friendliness and stands out in a market where it’s rarely used in makeup branding. I selected a glass bottle for the foundation packaging, both for its sleek aesthetic and its sustainability benefits: it’s recyclable, refillable, and a great alternative to plastic. The goal was to create packaging that looked high-end yet stayed true to the brand’s commitment to clean beauty.
One of my favorite parts of the project was creating the mockups, which let me merge my photography and design skills. I used a bottle I already owned that matched the look I envisioned, and staged a photoshoot with my model, Olivia, against a clean white background. Afterward, I edited the images in Photoshop, replacing the original label with my custom design. This process allowed me to present the final product in a realistic, professional way while bringing the brand vision to life.
Sketches
Original Pictures Before Editing
