BOXYCHARM re-branding | ART DIRECTION | GRAPHIC DESIGN
THE INDUSTRY-DISRUPTOR-IN-A-BOX
BoxyCharm is a leading beauty subscription service delivering curated boxes of full-size, premium beauty and skincare products at a fraction of their retail cost. Founded in 2013 and later acquired by IPSY in 2020, BoxyCharm offers personalized selections, blending well-known and emerging brands to excite makeup and skincare enthusiasts. Known for its value and customization, the brand has built a loyal community through social media and its commitment to making beauty discovery accessible and engaging.
rebranding
REJECTION IS REDIRECTION
‘Your box has no soul.’ Ouch—but also, exactly what the company needed to hear. After a major makeup company declined a partnership due to the packaging not looking professional enough, I took it as a challenge to redefine the brand's identity. Drawing inspiration from legacy cosmetics icons like NARS, MAC, and Make Up Forever, I created a sleek new logo with cost-efficiency and quality control at its core.
A few examples of the box in photoshoots
ART DIRECTION
RESTRUCTURING SOCIAL MEDIA
Enhancing BoxyCharm’s social media presence was essential to attracting and engaging potential customers. We found that subscribers loved interacting with the page, especially by guessing the new products featured in their monthly box. To capitalize on this excitement, we introduced monthly themes that tied directly to the box's contents, creating cohesive and engaging campaigns that kept subscribers intrigued and eager for more.
campaign girls just wanna have sun
GIRLS JUST WANNA HAVE SUN
June’s BoxyCharm delivered the ultimate summer-ready essentials for makeup and skincare enthusiasts. The box featured full-size products, including refreshing face masks from Farmacy, oil-control translucent powder by Ofra, a long-lasting liquid eyeliner, and a vibrant baby blue nail polish—perfect for embracing the season in style.
CAMPAIGN MODERN MERBABE
MODERN MERBABE
Featuring a Noyah pink gloss, a magentic eyeshadow palette and shades from Ofra, a hair oil by PYT and an eyeshadow brush by Mally Beauty to tie it all together, #charmers hit the urban seascape in this sexy urban mermaid inspired campaign!
MORE CAMPAIGN LIFESTYLE & PRODUCT SHOTS
