Victor Henao Beauty

THE CHALLENGE:

Victor Henao, a celebrity makeup artist, set out to launch his own makeup line with a clear desire to break away from conventional beauty branding. While his vision was bold, boundary‑pushing, and intentionally provocative, it lacked a cohesive strategic framework to translate that energy into a scalable brand. The challenge was to distill his artistry, point of view, and cultural influence into a refined brand system that felt elevated, intentional, and unmistakably his without falling into cliché or commercialized beauty tropes.

WHAT WE DID:

• Defined a clear brand mission, values, and positioning rooted in Victor’s artistry, creative philosophy, and desire to disrupt traditional beauty narratives.

• Developed a complete brand copy framework, including brand voice, tone, taglines, cultural inspiration, and customer storytelling.

• Established how the products should be spoken about focusing on power, transformation, control, and artistry rather than standard product descriptors.

• Curated and refined brand naming options that balanced Victor’s celebrity equity with a fashion‑forward, non‑obvious cosmetics identity.

• Designed a full logo suite that captured the brand’s sharp, modern, and authoritative presence across applications.

• Designed packaging that embodied the brand’s edge and luxury, translating the concept into a tactile, shelf‑ready experience.

• Created a cohesive brand foundation to guide future visual identity, packaging extensions, campaigns, and launch strategy.

RESULTS: