Our Journal Beauty & Brand

Thoughts on beauty,
brand & culture

Strategy, craft, and perspective from the team at Lumière Studio — for beauty founders who want to build brands that last.

Minimalist beauty product photography showing a single cream jar on white marble surface

Brand Strategy

The New Luxury: Why Minimalism Dominates Beauty Branding in 2025

Less has never meant more. We explore why the world's fastest-growing beauty brands are stripping back — and what that means for your brand identity, packaging, and digital presence.

Isabelle Moreau March 10, 2025

8 min read

Packaging

Packaging as the First Touchpoint: How Tactility Builds Trust

Before a consumer reads a word, they feel your packaging. We explore why tactile design is the most underinvested dimension of beauty branding.

Camille Rousseau

Feb 22, 2025

Flat lay of natural beauty ingredients including rosehip oil, bakuchiol and hyaluronic acid

Storytelling

The Ingredient Story: Turning Formulas into Brand Narratives

Your hero ingredient is more than a claim — it's a character. We explain how the best beauty brands build entire worlds around their formulation stories.

James Okafor

Jan 15, 2025

Brand Growth

From DTC to Retail: What Changes When a Beauty Brand Scales

Going from your own website to Sephora or Nordstrom is a brand design problem as much as a business one. Here's what we've learned from helping founders make that leap.

James Okafor

Dec 5, 2024

Brand Strategy

Why Your Beauty Brand Needs a Verbal Identity (Not Just a Visual One)

Most beauty brands invest heavily in how they look and almost nothing in how they sound. We explain why that's leaving significant brand equity on the table.

Thomas Grey

Nov 18, 2024

Packaging

The Sustainability Brief: Designing Beautiful Packaging That Doesn't Cost the Earth

Sustainable and luxurious are not opposites. We share the design approaches and material innovations that are redefining sustainable beauty packaging.

Camille Rousseau

Oct 2, 2024