V&Co Beauty

My Role: Chief Design Officer · Brand Strategy · Product Development · Packaging · Creative Direction · Art Direction · Founder Collaboration

Building a consumer beauty brand from strategy through execution

As Chief Design Officer, I partnered directly with the V&Co founders to evolve the brand from a small haircare line into a scalable consumer brand. I led creative direction across product development, packaging, photography, marketing, and brand experiences—using design to shape both the brand's visual identity and how it came to life across consumer touchpoints.

Building a scalable packaging system for a growing haircare brand

When I joined V&Co Beauty, the existing packaging lacked a clear product architecture and wasn't designed to scale as the brand expanded. Product names were repeated throughout the package, leaving little room to communicate the ingredients, benefits, or distinct purpose of each product.

I led the packaging redesign to create a more flexible system that could support new product categories while maintaining the recognizable equity of the existing brand. I worked directly with the founders to develop the naming and visual identity for new product collections — Curly Pop, Wave Babe, Thicker, Please!, and Coconut Kiss — creating a distinct identity for each while keeping the overall portfolio cohesive.

Rather than changing the established bottle shapes and color palette, I used the existing packaging equity as the foundation and redesigned the information hierarchy around what consumers actually need to know. Each product communicates its primary benefit and featured ingredient, while clear front-of-pack messaging explains what the product is designed to do.

The result was a more intuitive, consumer-focused packaging system that gave V&Co a scalable foundation for expanding beyond its core shampoo and conditioner assortment.