Client
Beauty & Company
Service
Brand Strategy, Visual Identity, In-Store Experience, Marketing Campaign, UX/UI Design
Challenge
Beauty & Company, a beauty retailer rooted in the Black community, faced a growth ceiling. While well-established with its core audience, the brand was perceived as serving a narrow market. With neighborhood demographics shifting and demand rising for inclusive representation in beauty retail, the challenge was to broaden appeal across diverse racial and ethnic groups—without losing cultural authenticity.
What I Did
We repositioned Beauty & Company into an inclusive beauty destination by reimagining every customer touchpoint:
Logo & Visual Identity
A bold yet minimal editorial logo and a palette of pinks, purples, and grounding neutrals projected accessible luxury and inclusivity.
In-Store Aesthetic
Multilingual signage, multicultural imagery, and interactive “Hair Match” + “Shade Match” stations helped customers explore products for their unique needs.
Staff Training
Employees received cultural competency training across diverse hair textures, undertones, and beauty practices.
Campaigns
The #BeautyInEveryHue initiative celebrated Black, Brown, Asian, Indigenous, White, and mixed-race customers with bilingual content and community partnerships.
Digital Experience
Redesigned the app and website with a clean, minimal interface that highlighted product diversity, stylist bookings, and social presence.
Results
30% increase in foot traffic from non-Black customers within 3 months
60% lift in online engagement after campaign launch
2x revenue growth in haircare and skincare categories
4.8/5 average post-purchase rating on inclusivity and representation
Take Away
This wasn’t a rebrand—it was a cultural realignment. By infusing inclusivity, representation, and community-centered storytelling throughout, Beauty & Company expanded its reach, reinforced its mission, and redefined itself as a beauty destination where everyone can feel seen.