BFA
Designing a megaphone for a new wave of beauty voices.
Beauty For All
Industry
Beauty
Services
Brand Strategy, Naming, Brand Identity, Brand Content, Digital Experience
Launched
2022
Challenge
Beauty subscription juggernaut IPSY came to us in a moment of rapid growth. They’d acquired several other like-minded companies, and needed an umbrella brand to unify their vision, provide a foundation for their portfolio of brands, and change the beauty conversation in the market.
Approach
The beauty mark (and data point) became a beacon of inspiration. As a symbol, it was singular but also spanned time, culture, race, gender, and background. With a strong metaphoric foundation, Beauty For All Industries (BFA), came to be. We named the brand, designed its visual and verbal identity, built its digital experience, and crafted launch content that established a global story, tone and look and feel that celebrated radical self-expression. Instead of beauty being an end result for the few, BFA stands for a different view of beauty — as something everyone can participate in, experiment with, share and create with others.
Results
100M fundraise within 3 months of brand launch
AWWWARDS, Site of the Day Honorable Mention, Web Design
GLOSSY — Beauty for All launches new initiative for diversity and sustainability
