ROSE INC : 2019 - 2021

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In a new beauty partnership between Amyris and Rosie Huntington Whitley, I lead the team at Baron & Baron to build the new Rose Inc makeup and skincare brand from the ground-up. Rosie had already established herself as a beauty authority with her editorial site Rose Inc and Amyris was already well known for their cutting-edge process of creating synthetic squalene, so it was a natural evolution to position the brand as one that unites her editorial point of view on beauty with the forefront of clean science and sustainable design. Creating a modern vision of beauty that focused on fewer, better ingredients presented in a world of refined aesthetics that united value and quality, we designed elevated packaging with uncompromising standards of sustainability, and established brand values that were grounded in innovation, simplicity and trust. With identity, art and copy direction that felt like an extension of Rosie's refined sensibility, Rose Inc stood out as an artfully realized brand that was consciously moving beauty forward. With campaign portrait photography by Alexandra Nataf, still life photography by Maxime Poiblanc and application videos directed by Anairam.