YAWN — Color Power

NewCo was a startup clean makeup brand for children that had dreams of a multi-channel distribution strategy. Its founders were experts in the beauty space and eager to create a line of products that parents felt comfortable buying for their makeup-curious kids.

We saw an opportunity to challenge makeup’s relation to beauty. NewCo was a brand that could start a conversation with our youngest generation, introduce new codes, new forms, and break rules to reframe beauty as the act of self-love and expression.

In a world filled with so many challenges, this brand would help kids celebrate the freedom of safety thanks to clean ingredients, accessible price points, and inclusive design.

Creative Partner—ABD

[Brand Strategy, Naming]