TATCHA BEAUTY
Preparing a Niche Beauty Brand for Prestige Retail
Role: Creative Director
Holiday Gift Wrap
Japanese Snowflake Motifs
Custom Japanese Paper
CHALLENGE
Tatcha had built a loyal following as a niche direct-to-consumer skincare brand rooted in Japanese beauty rituals. As the company prepared to launch into Sephora, the brand needed to expand beyond digital while preserving the authenticity, craftsmanship, and understated luxury that made it distinctive.
The creative challenge was to translate Tatcha's philosophy into a premium retail experience and cohesive visual identity across packaging, photography, campaigns, and in-store environments.
CREATIVE LEADERSHIP
Brought the Brand to Retail
Led the creative direction and design for Tatcha's inaugural Sephora launch, creating an immersive retail experience that introduced new customers to the brand's heritage, rituals, and product story.
Elevated Brand Storytelling
Directed integrated campaigns that balanced Japanese cultural inspiration with a contemporary luxury aesthetic, creating a visual language that felt both authentic and aspirational.
Unified the Brand Experience
Developed creative frameworks that aligned retail, packaging, photography, and digital touchpoints into a cohesive luxury brand experience.
Created Enduring Creative
Directed the Golden Snowflakes holiday campaign, a seasonal concept that performed so well it returned for a second consecutive year.
RESULTS
Successfully launched Tatcha into Sephora, expanding the brand beyond its direct-to-consumer roots.
Established a premium retail expression that complemented the existing digital brand.
Created creative systems that supported continued growth across retail and digital channels.
Contributed to the evolution of the brand during a period of rapid growth that culminated in its acquisition by Unilever.
Evergreen Gift Wrap
Evergreen Product Photography
