Maximalism with Meaning
How we created beauty's most unapologetically inclusive maximalist brand
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Create a beauty brand that would be as multi-faceted as its audience. The mission? Blend premium formulation with cultural celebration, making self-expression and inclusivity the foundation of every decision.
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True inclusivity isn't just about shade ranges—it's about celebrating the richness of culture, the joy of self-expression, and the power of representation. Beauty doesn't have to choose between quality and personality.
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Build a brand that's as serious about its formulas as it is about its fun. Every product would be both a statement of quality and an invitation to experiment.
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Partnership journey:
• Initial brand development at Spring
• Independent creative partnership
• Package illustration creation
• Product line expansion
• Strategic creative direction
We created:
• Functional luxury elements
• Diaspora-inspired details
• Experimental aesthetics
• Maximalist touches
• Cultural celebration
The innovation:
• Premium formulation focus
• Inclusive shade innovation
• Cultural design elements
• Illustrated packaging
• Brand world building
“UOMA BEAUTY IS THE INCLUSIVE NEW MAKEUP LINE THAT’S EVERY MAXIMALIST’S DREAM.”
— Birdie
WHY IT WORKED
Success came from understanding: Quality drives credibility • Culture creates connection • Design can tell stories • Art amplifies meaning • Partnership breeds innovation
Creative Elements
Visual Language
• Cultural inspiration
• Maximalist details
• Luxury codes
• Artistic expression
• Brand symbolism
Product Development
• Formula innovation
• Shade inclusivity
• Packaging design
• Illustration creation
• Technical excellence
Brand Evolution
• Strategy development
• Creative direction
• Collection expansion
• Design innovation
• Partnership growth