TRIA BEAUTY

From Medical Device to Beauty Brand

Role: Director, Global Creative

CHALLENGE

Tria Beauty had breakthrough FDA-cleared technology, but consumers still perceived the brand as a medical device company rather than a beauty brand. To support the company's next stage of growth, creative needed to reshape that perception while preparing the business for retail expansion, international markets, and a rapidly growing product portfolio.

Key challenges included:

Repositioning a clinically focused brand for the prestige beauty market.

Creating a premium brand experience capable of supporting a national Sephora launch.

Developing a scalable global identity for expansion into APAC and Europe.

Building the creative organization and brand infrastructure needed to support rapid growth.

Award-winning advertising, Hair Removal Lasers

CREATIVE LEADERSHIP

Repositioned the Brand
Repositioned FDA-regulated devices as aspirational beauty tools through elevated photography, packaging redesign, and sophisticated brand storytelling. Shifted perception from clinical/technical to premium/desirable.

Prepared the Brand for Retail
Directed the creative development of retail assets, packaging, merchandising, and marketing materials that supported Tria's successful launch into Sephora and established the brand within the prestige beauty category.

Built a Global Creative Foundation
Created scalable brand standards, creative systems, and campaign assets that enabled international expansion while maintaining a consistent brand experience across regions.

Established the Creative Organization
Built and led a multidisciplinary creative team of ten while introducing workflows, brand governance, asset management, and production processes that allowed the organization to grow alongside the business.