Ligne

LIGNE, meaning “line” in French, is a concept makeup brand built around the idea of the definition of features, expression, and self.

I created LIGNE as a speculative brand study that explores how modern beauty looks when stripped of excess. The concept centers on restraint, balance, and deliberate placement of color to enhance what is already there rather than transforming it.

LIGNE was developed as a response to a growing consumer desire for refinement over spectacle, having been inspired by my experience my performance creative. The modern beauty consumer is increasingly weary of maximalism, overcorrection, and manipulation. LIGNE is designed to be fully in that tension by offering controlled luminosity, considered tones, and formulas designed for real skin.

The project includes full brand strategy, visual identity, product naming, ecommerce design, and campaign art direction.