Raise Up Beauty

Ten years ago, Beautycounter made clean beauty a thing. A decade later, Beautycounter continues to change beauty forever with high-performing products without questionable ingredients while advocating to change federal laws for the beauty and personal care industry.

For the brand's 10th anniversary—and debut at Ulta Beauty—we created a new organizing idea and tagline, Raise Up Beauty, that reflects the brand's vision to raise the bar and the standards of the beauty industry, making all beauty clean and safer for everyone.

This project included a new visual identity, integrated marketing campaign, 10th Anniversary event, and visual merchandising design.