Ten years ago, Beautycounter revolutionized the beauty industry by making clean beauty mainstream. A decade later, the brand continues to lead the charge with high-performing products free from questionable ingredients, while tirelessly advocating for stricter federal- and statewide regulations to make beauty safer for everyone.

For Beautycounter's anniversary—and their retail debut at Ulta Beauty—we developed a new organizing idea and tagline: Raise Up Beauty. This idea reflects the brand’s mission to raise the standards of the beauty industry and inspire others to join the movement for clean, safer beauty and personal-care products.

The project spanned a comprehensive refresh, including a bold new visual identity, an integrated marketing campaign, the design of Beautycounter’s 10th Anniversary event, and visual merchandising for their Ulta Beauty launch. Each element reinforced the message that Beautycounter isn’t just raising the bar—they’re reshaping the future of beauty.