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BLMISH SKINCARE

Client
Conceptual Brand Identity

My Scope
Art Direction
Brand Design
Visual Identity
Packaging Design

Skincare designed for real skin, every day.

Blmish is a modern skincare brand built to serve all skin tones and all skin types, with a deliberate focus on ensuring Black and POC skin feels considered, supported, and reflected. Rather than stating this outright, the brand expresses inclusivity through imagery, formulation philosophy, and language choices that prioritize comfort, balance, and everyday use.

Visually inspired by the elevated restraint of Rhode and guided by the ingredient-forward clarity and friendly tone of Good Molecules and Starface, Blmish lives at the intersection of premium calm and accessible care.

The Problem:
The skincare industry has positioned “universal” products as one-size-fits-all, while often formulating, marketing, and testing primarily with lighter skin tones in mind. As a result, Black and POC consumers are frequently left navigating products that are technically inclusive but practically misaligned — whether through formulas that irritate, sunscreens that leave a cast, or branding that never reflects them.

At the same time, many brands that center melanin-rich skin often rely on overt messaging, bold claims, or activist-forward branding that can feel limiting, trend-driven, or exclusionary in the opposite direction.

The Challenge
I was challenged with creating a skincare brand that genuinely works across skin tones and skin types. Feels elevated and design-forward, not clinical or corrective. Communicates inclusion without calling it out explicitly. Appeals to a younger, urban audience while remaining timeless and promising.

The Solution:
Blmish approaches inclusivity as a design principle and not as a tagline. Instead of highlighting who the brand is “for” in words, Blmish shows it through: Imagery, Product language, Formulations, and a restrained visual system

The result is a brand that feels welcoming without being performative, premium without being exclusive, and accessible.
Blmish doesn’t ask consumers to identify with a cause — it invites them into a skincare routine that respects their skin as it is.

Outcome:
Blmish establishes a skincare brand that feels seen without being labeled, premium without being disconnected, and inclusive without being performative. By focusing on thoughtful design, intentional language, and representation, the brand creates space for all skin — especially skin that has historically been overlooked.

Naming & Visual Identity: Brand Principles

Blmish draws inspiration from the simplicity and restraint seen across modern skincare brands, resulting in a design system that speaks for itself. This approach is paired with an inclusive, ingredient-first philosophy that prioritizes accessibility and trust. By balancing minimalism with warmth through clear language and thoughtful visuals, the brand ensures all skin feels considered. The result is an elevated yet approachable identity designed to feel natural on shelves at retailers like Ulta or Target.