LUMEN

Lumen had a good formula and a forgettable shelf presence. In a category where the bottle does half the selling, they looked like a private label rather than a brand worth paying for.

Premium isn't a price tag, it's a feeling of restraint. We saw room to own quiet, tactile minimalism in a category shouting about actives and percentages.

A pared-back identity, a considered packaging system and a launch content library that treated every product like an object, not an ad — spotlit, clipped, deliberate.