Vitamins and Sea beauty®

Project Overview

Vitamins and Sea beauty® is a lifestyle beauty brand offering skincare, body care, and most recently, hair care. At its core, the brand is committed to creating affordable, vegan, and sustainable products that address common concerns such as dryness, inflammation, and signs of aging. Each product is formulated with efficacious marine-based ingredients and is always cruelty-free, paraben-free, sulfate-free, and phthalate-free.

Brand Identity & Evolution

I began work on this brand in 2017, conceptualizing the branding and identity when it was originally called VitaminSea.beauty. In 2021, I led a full rebrand and trademark update, officially establishing the name Vitamins and Sea beauty®. From the beginning, I set the tone for the brand’s look and feel—designing packaging, developing the ingredient story, and writing the romance copy that communicates its purpose and values.

Product Development

I created the brand’s original product mix, which launched with a handful of skincare essentials such as cleansers, toners, and face masks. Over the years, I introduced innovative ideas to the in-house development team, resulting in a continually expanding lineup that has secured distribution in major retailers including Ulta Beauty, Walmart, and CVS. My contributions spanned the entire product journey: from concept and formula tint direction to packaging artwork, CAD explorations, and art direction updates that kept the brand relevant and aligned with sustainability and clean beauty standards.

Creative Direction & Marketing

Beyond product design, I have played a central role in shaping the brand’s presence across digital and retail platforms. This has included directing the aesthetic for social media, designing and maintaining the e-commerce store, and creating compelling backstories and marketing proposals to support launches. I also developed presentation decks for sales teams, retail buyers, PR partners, and influencer collaborations—ensuring every audience engaged with a cohesive and impactful brand narrative.

Outcome

Vitamins and Sea beauty® has become my longest-running and most successful project, growing from a small skincare line into a nationally recognized brand with an expanding portfolio. My ongoing creative direction has been key to its evolution, ensuring consistency, innovation, and a strong identity in a competitive market.