Project Highlight
Reinvent the Digital and Social Presence at MAKE Beauty
As Creative Consultant for artisanal cosmetics brand, MAKE Beauty, I was challenged with exploring creative concepts to reinvent their digital and social presence.
MAKE Beauty believes in cultivating a community, as well as a shared space for learning and discovery, that’s brought to life by our contributing artists (creatives outside of the beauty sphere) who are next-generation visionaries in their respective industries. They give highly personal, unique perspectives on color and beauty that are then translated into looks by our resident makeup artists, whom we collaborate with to create boundary-free looks incorporating MAKE. These can be seen online through our seasonal photography, as well as how-to videos and GIFs that include downloadable instructions and easy links to learn how to do it yourself.
Working closely with the brand founder, Ariana Mouyiaris, we strategized on content creation, modernizing their digital presence, researching competitors, and improving the brand's visual storytelling. By positioning MAKE Beauty as a culturally in-tune brand that speaks to Millennial/Gen Z’s shared values—authenticity, individuality, and self-expression—we were able to reinvent MAKE Beauty and establish their place in the the beauty space as an artistic, unique, and social-first brand that sparks engagement and conversation.
Due to our successful reinvention, MAKE Beauty was in a position of interest to investors which eventually led to their acquisition in 2021 by Ben Bennett's The Center.
MAKE Beauty — Celeste e Verde Color Collection
MAKE Beauty tapped aesthete and Lower East Side boutique owner Maryam Nassir Zadeh, who used Antonioni’s first Technicolor film, “Red Desert” as inspiration to create a colorful mix of contemporary pastels.
The Celeste e Verde capsule collection comes alive in a short film shot in Los Angeles by independent filmmaker Alexa Karolinski. Artist and designer Ana Kraš, stars in the film portraying the simple intimate moments that Nassir Zadeh sought to conjure.
Creative Direction: Concept and messaging.
Art Direction: Design and styling direction.
Celeste e Verde film by Alexa Karolinski
MAKE Beauty — Post-Impression Concept Collection
MAKE Beauty collaborated with photographer Erik Madigan Heck on a makeup collection inspired by the abstract landscapes of the Hudson River Valley—bringing his painterly aesthetic to by creating a series of images shot on Polaroid 59 film. The images, shot in New York’s Hudson River Valley, are richly moody and chromatic, inspiring the eye shadows, lipsticks, and palettes of MAKE’s Post-Impression Concept Collection.
This Post-Impression Makeup Collection was a collaboration with makeup artist Sam Addington to see how a broad brief on color could translate from an original new series of artistic work through to a final photographic vision of beauty.
Creative Direction: Concept and messaging.
Art Direction: Design and styling direction.
Red Brake Lights, Midnight —Erik Madigan Heck
Dissonant Noise, Red Reflection —Erik Madigan Heck
Acid Yellow Mountains —Erik Madigan Heck
MAKE Beauty — Naxos Skincare for All Genders
MAKE launches Naxos—a gender-neutral collection—which marks their first serious foray into skincare. It features multifunctional products that fit contemporary lifestyles—rather than the other way around—which is how it can feel with other “new” beauty products.
“For us, it’s very important, this idea of allowing for creative self-expression. Man, woman, whatever your personal identification in terms of gender—it’s not really about that. For this collection, I was really inspired by my brother, who used to wear eyeliner or lipstick sometimes. It wasn’t about sexuality, it was just about expression—going to a certain party, whatever. Everything was much more malleable and I feel that’s where contemporary culture is. I don’t think people want to siloed. You want to feel feminine, but what does that mean? It’s not necessarily having long locks and wearing a lot of color; it’s being confident in yourself. Beauty is confidence.”
Creative Direction: Concept and messaging.
Art Direction: Design and styling direction.
MAKE Beauty — Slow Beauty Collection
MAKE’s collaboration with photographer Zoë Ghertner is a seamless fusion of shared values—an exploration of beauty through an artistic, human lens. Known for her soft natural light, minimal compositions, and an ability to capture the quiet power of her subjects, Ghertner was chosen for her distinct visual language that aligns perfectly with MAKE’s ethos of partnering with boundary-pushing creatives.
For Slow Beauty, her images for the brand are intimate yet elevated, celebrating skin, texture, and individuality in a way that feels both modern and timeless. The collaboration underscores MAKE’s commitment to working with artists who bring authenticity and a deeply considered point of view to the world of beauty.
Creative Direction: Concept and messaging.
Art Direction: Design and styling direction.
MAKE Beauty — Aether Collection
MAKE’s Aether collection, created in collaboration with celebrity manicurist Betina R. Goldstein, merges her meticulous artistry with the brand’s visionary beauty identity. Goldstein, renowned for her intricate, sculptural nail designs—ranging from delicate chains and peek‑a‑boo pearls to hyper‑textured micro‑details—brings her refined, storytelling-driven aesthetic to Aether.
The collection highlights nails as microcanvases of emotion and expression, aligning seamlessly with MAKE’s ethos of partnering with creatives who elevate beauty into art. Each shade and finish in Aether was selected to enhance Goldstein’s signature style: sheer bases sculpted with subtle layers of dimension, adorned with minimalist metallic accents and tonal depth. The result is a collection that feels both modern and poetic—where individual identity, texture, and craftsmanship unite in wearable beauty designed to inspire.
Creative Direction: Concept and messaging.
Art Direction: Design and styling direction.
MAKE Beauty — Homepage Concepts
In a digital landscape increasingly cluttered by new brands vying for your attention, MAKE Beauty was woefully behind in their implementation of current website best practices and visual storytelling. I led the charge in redefining the site’s UX and creative direction—streamlining the customer journey, introducing bold, editorial visuals, and ensuring the brand’s modern ethos was reflected across every touchpoint. The result was a sleek, immersive experience that re-established MAKE as a forward-thinking player in the beauty space.
Objectives include integrating storytelling elements in a visually compelling way by creating a visual hierarchy and pacing, while integrating brand elements, and rethinking modules through merchandising. Challenges include creating brand relevance for modern times while remaining true to their artistic ethos while presenting as bold and confident.
Art Direction: Design and styling direction.
