Beauty Search Engine Brand Identity: Logo

Beauty is big business. Really big business. The majority of power rests in the hands of a few, who sell the same story they’ve been selling for the past 100 years. It’s a safe and proven formula, there’s only one problem – for Gen Z, it’s all bullsh!t. To differentiate and connect with this audience, a no-bs brand was needed.

As an accessible, trusted advisor that sparks authentic conversations between consumers and brands, this beauty search engine helps consumers connect with the brands they love, and in turn, allows brands to better serve the beauty community. This central-hub function meant they were at the crossroads of many different audiences.

A core challenge was to speak to the beauty category while also recognizing that this is a technology platform, functioning as both a search engine and social/connection app. And, as is common with startups, there was an aggressive push to launch in a few months. Fortunately, we’ve seen this before!