Launching exclusively in 2016 with ASOS and Selfridges, Oh K! has grown to become a cult award-winning brand with a loyal following. Created years before K-Beauty started making waves in the west with masks and skincare born and rooted in K-Beauty philosophies and innovation, driven by the importance of feeling good both inside and out.

In my role as Director of Creative and Brand I worked on all creative touch points from initial insight gathering to branding, name, strapline, logo and lock up as well as designing and developing the look and feel for packaging. Art directing photoshoots and consumer and trade events such as Grazia Live, Glamour Beauty Festival, Beautycon and Cosmoprof as well as global PR events and press launches. Creative direction of marketing across web and social, overseeing copy and leading brand workshops with the product team to create brand position, tone of voice and brand values. Creating happiness in everyday moments, opportunities for calm or play with products that spark joy and curiosity through innovation and experience.

Retailers including: ASOS, Boots, Beauty Bay, Ulta USA, Shoppers Drug Mart CA, H&M, Look Fantastic, Birchbox, Oliver Bonas, Douglas Germany & Ahlens, Sweden.