01.

I partnered with the founder as a two-person founding team to build the brand, then converted to Chief Creative Officer as the company grew from concept to something that needed to actually ship product. There was no existing identity, packaging system, eCommerce experience, or retail asset library to build from. All of it started from nothing, with a $4M seed round from Bullish already riding on a thesis nobody had proven yet.

02.

I'd never built a brand for an audience like this before. There was no existing relationship with them to test ideas against, no data, no community, nothing built yet to react to. The brand itself didn't exist yet either, so getting it right meant betting on my own read that this audience had no patience for legacy beauty conventions, and leaning hard into the parts of my own creative instinct I actually trusted.

03.

I owned identity, packaging, eCommerce, and retail assets end to end, because there wasn't yet a team to delegate any of it to. With a founder willing to give me full creative rein, I leaned into instincts a typical beauty brand would never greenlight: video game references, arcade energy, an unapologetic sense of wackiness underneath the polish. The launch itself ran on PR kits sent to a curated list of celebrities, backed by additional PR placements timed to the moment. Kim Kardashian's family, Chrissy Teigen, and Tan France all reshared, organic and unpaid. Disney came inbound afterward via email, pitching branded partnerships tied to upcoming movie releases like Turning Red and Trolls.