When a UAE-based entrepreneur saw a gap in the beauty market—global products from Korea, China, and the USA that weren't easily available in Dubai—she decided to test the waters. Her idea was simple: start by selling these curated international beauty products and eventually launch her own brand.

But there was a twist. Her vision for the brand’s identity was rooted in an old-school style—a classic beauty logo featuring a woman’s face. If it were entirely up to me, I would have opted for a more minimalistic and modern approach, but my task was to balance her preference with a design that felt fresh and premium.

This led to a logo where the letter “S” cleverly transformed into a woman’s flowing hair, subtly representing the brand’s focus on beauty. It was elegant yet had that classic touch she desired.

Since she wanted to test the market without a website, Instagram became her primary platform. Here, the challenge was to create a premium, cohesive look using only stock images and product photos from Amazon or company pages. The social media feed alternated between soft pink and off-white, with the first slide introducing each collection and the following slides showcasing individual products.