My work with LimeLife by Alcone began in 2015, with a vision to create an accessible beauty brand and community that would empower women. Alcone, the family owned business was already a staple in the professional makeup industry, providing the best products from around the world for makeup artists in the film, television and theatre since 1952. The LimeLight by Alcone (later to be renamed LimeLife in 2019) was on a mission to be the most significant purpose driven beauty brand in direct selling, providing professional quality makeup + natural, and effective skin care. LimeLife would offer the opportunity of financial empowerment and female entrepreneurship within a supportive community.

Create the visual identity for a new, mission-driven beauty brand that is elevated, approachable and reflects an affordable luxury positioning.

The esthetic is clean and professional, with a touch of artistic whimsy. Makeup was used to create fantastical artwork, and the creative for skin care uses lush natural ingredients to emphasize the clean and natural positioning. The brand voice is warm, conversational and playful which is reflected in many of the product names : Dream Clean, Mask of Zen, One Drop Wonder, Quench Cleanse…..

Results: Embraced by customers and supported by an engaged community of beauty lovers LimeLife grew to 60MM business in under 5 years. The success enabled LimeLife to help over 50,000 women in impoverished countries develop business skills, financial literacy, and leadership through their Brighter Together Foundation.