For BeautyAct, ”base” means more than only foundation and concealer. It’s your personal, crafted routine that feels just right.

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The task was to take BeautyAct from an in-house brand to standing strong in its own right, laying the foundation for a Nordic expansion.

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The direction? The bold base in every beauty bag. A brand for smart beauty lovers with intentional routines, style-savvy instincts, and a sense of quality who are looking for bang-for-the-buck heroes for their everyday face.

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The new identity was crafted with a minimalist yet confident energy. A simple, irresistible layout system - drawing inspiration from magazine editorials - supports a refined, bold typographic expression tailored for a commercial and contemporary tone.