Team: Solo project
Project Duration: 8 weeks (October-November 2021)
Tools: Illustrator, Photoshop, InDesign
Deliverables: User research, brand strategy, flexible brand identity system, style guide, package design, mockups
PERMISSION is makeup that you don’t need to wash off, as it reverses the damage of traditional cosmetics. We are a brand for those who don’t seek permission to be themselves. We challenge the archaic idea that beauty is pain, because toxic ingredients and beliefs should not be normalized.
PERMISSION’s brand voice is bold, inclusive, and rebellious. We are direct and not afraid to challenge the norm. We envision a future where constraints on our individuality and autonomy are a thing of the past. Our voice is unapologetic, just like the individuals who give themselves permission to be who they are.
Why: because cosmetics include carcinogens, endocrine disruptors, and many other toxins. Even “clean” makeup clogs pores, causes breakouts, and is harmful to your skin.
What: nourishing makeup that you don’t have to wash off.
Different because: not only do we omit toxicity from our ingredients, but we also break down outdated constructs regarding beauty, gender, and mental health so that you can give yourself permission to be who you are.
For: busy, health-conscious makeup and skincare lovers who are tired of the beauty industry’s idea of beauty, looking for safer alternatives to everyday cosmetics, and to simplify their makeup routines.
Value: health, wellness, efficiency, inclusivity, feminism, breaking societal constructs of beauty
Personality: futuristic, inclusive, rebellious