A brand with depth


Launching in Manila just six years ago, BeautyMnl has fast become one of the biggest e-commerce retailers in the Philippines. And now they’ve got a world-class brand to match.

With huge expansion in the pipeline (wellness, fitness, mother and baby) and plans for physical stores, our challenge was to reposition BeautyMnl to communicate its breadth of products. An older, more affluent audience needed reaching – and more made of the incredible community that had already formed.

Behind the scenes


We really got to know BeautyMnl, working with them before and throughout lockdown. We navigated challenges unique to their business and local culture, and interrogated what beauty really meant to their customers. It turns out authenticity was the most compelling takeaway for the new brand. It was time to go beyond traditional beauty standards, and set themselves head and shoulders above dodgy counterfeit-selling competitors.


BeautyMnl’s new strategic proposition is ‘Be Your Best Self’, championing realness, the buying and selling of great products, and a broader view on what beauty means to the modern Filipina community.

Working closely with BeautyMnl’s team, we reimagined the whole user experience. We created a sophisticated and beautiful graphic system that felt deservedly premium, really giving the products a chance to shine – from a refined wordmark, to a custom, handwritten typeface to soften and humanise the brand.

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It was important we created elements flexible enough to work across every platform on a global scale. So from tiny app icons to huge retail executions, our logo is now everywhere – robust enough to be recognised and build trust. We also made special assets specifically for regions with slower internet connection: a set of loading animations to entertain and disguise the wait.

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To really encourage customers to be their best self, we built an art direction style around diversity. Instead of focusing solely on local, traditional beauty ideals, BeautyMnl captures all kinds of women, from markets around the world.

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Our partnership with BeautyMnl has been incredibly rewarding for both teams. As we start to see the new brand launch into the world, we're thrilled to see how every part of the business is embracing a more authentic and engaging e-commerce approach for Filipina women and beyond.

More work

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