Launching a New DTC Skincare Brand

Audience Research, Brand Strategy & Positioning, Brand Guidelines, Campaign Creation & Implementation, Naming, Package Design, Messaging, Shopify Development

The Challenge

Almost 70% of U.S. consumers ages 18 to 29 prefer natural and organic skincare products. Most, however, say their current skincare needs are not met by their existing routines.

Luma & Leaf is a new Direct to Consumer skincare brand that leverages the best in clean, plant-powered active ingredients to provide gentle and effective solutions that restore skin to its most healthy and luminous state. As brand-building experts, they trusted DTC marketing agency Bigeye to manage and execute the creation of all creative aspects of the new product line.

Our Approach

Bigeye created Luma & Leaf to deliver plant-powered, radiant beauty without harmful ingredients. With that in mind, we established a fun and playful brand voice that communicates our core belief that everyone deserves to look and feel their best, without unnecessary stress.

Our extensive qualitative and quantitative research with a combined total of 5,000 respondents, we created three distinct brand personas — Ashley, Jessica, and Heather — that embody each target consumer and their unique needs. Each piece of creative was crafted with the different personalities in mind.


The authentic brand voice, playful packaging, and targeted campaign successfully launched Luma & Leaf as a new contender in the crowded skincare market. The product-focused Shopify website, multi-platform advertising campaign, and national public relations initiatives resulted in thousands of dollars worth of sales within days of launching the all new brand.

Through the sustainably-sourced, clean ingredients, customers have finally found gentle, effective, and uncomplicated skincare—just like nature intended.

Luma & Leaf outer box packaging.

Packaging that Packs a Punch

Let’s face it. There are a lot of skincare products out there. We designed Luma & Leaf’s packaging to celebrate what makes it unique: the natural, plant-powered ingredients. Each pattern represents one of our collections: Illuminating, Clearing, and Soothing, and uses motifs that showcase the clean ingredients you can find in each product. All ingredients are sustainably sourced — and all packaging can be upcycled into a bud vase, plant mister, and more bright ideas because Luma & Leaf isn’t just gentle on your skin, it’s gentle on the environment, too.

Hydraglow Cleansing Gel

Global Pattern
Illuminating Pattern
Soothing Pattern
Clearing Pattern

Afterglow Serum

Looking After Your Skin, Naturally

We’ve developed a range products that are gentle on the skin and made from only natural ingredients. The packaging and marketing design very much reflects this while maintaining a vibrancy that enables L&L products to stand out on the shelf.

Clear Slate Serum
Afterglow Serum

Delivery box

Luma & Leaf Online

As a DTC marketing agency, we developed Luma & Leaf’s Shopify website to showcase the brand mission while displaying each skincare line in its own way. The user can learn more about the benefits of each “power player” so they can find the right product for their skin concerns. You can also visit the blog, The Greenery, to learn more about how to improve your skincare routine.