HydraTint Collection
Product Launch
- Naked & Thriving
Naked & Thriving's first expansion beyond skincare — creative direction for a new color cosmetics line that had to feel unmistakably on-brand while entering an entirely new category.
THE CHALLENGE
Launching a color cosmetics line for a brand built entirely on skincare credibility is a genuine creative risk. HydraTint had to bridge two worlds—the clinical integrity N&T was known for, and the vibrancy and playfulness that color demands.
The creative challenge was to make color feel like a natural evolution of the N&T identity, not a pivot away from it.
MY ROLE
I led creative direction end to end, from visual strategy and packaging through photography art direction, talent selection, on-set execution, and multi-channel asset creation.
Creative & Visual Strategy
Packaging Design System
Photography Art Direction
Talent Selection & On-Set Direction
Channel Creative (PDP, Email, Paid Media)
THE APPROACH
The brief required making color feel clean, intentional, and ingredient-forward. Rather than leaning into traditional makeup aesthetics, the creative direction emphasized skin quality, natural light, and buildable color as a skincare benefit.
Photography prioritized real skin texture and natural luminosity. The packaging system extended the existing N&T visual language into a new format, allowing for distinction within the brand family.
Every channel asset was built around a single clear message: this is skincare that happens to have color, not makeup that happens to be clean.
WHAT I LEARNED
Launching a new category inside an established brand is as much a positioning challenge as a creative one. The most important decision we made was to lead with skincare language — hydration, ingredients, confidence — rather than color payoff. That kept the launch brand-coherent even as it pushed into new territory.
It also reinforced something I believe about brand systems: a strong identity should be able to flex into new categories without losing recognition. HydraTint tested that, and the visual system held.
