e.l.f. Cosmetics

As Creative Director, I led the creative concept, spatial planning, and styling for the launch of e.l.f. Cosmetics in the Netherlands, overseeing the design and architecture of the spaces as well as the development of all engagements and activations across multiple locations.

The concept brought the e.l.f. story to life by positioning Eyes, Lips, Face as the expression of a new beauty generation. To spark attention and create real world touchpoints, we developed regional activations alongside an experiential pop up store where consumers could discover the brand, experiment with products, and experience e.l.f. up close.