Five years into launching its eponymous skincare line, Glow Recipe was ready to launch its first dedicated brand identity campaign. We wanted to share the brand’s Korean skincare philosophy and values, interpreted through our community members’ daily routines.

We cast five inspiring creatives directly from Glow Recipe’s community to star in the campaign: Fariha Róisín, author and activist; Sydney Gore, an editor and tastemaker; Dani/Esther, a drag artist and creative contributor of the brand; Jo Cho, the brand’s intern in Korea; and Celeste Divinity, a trans creator. We wanted the campaign to feel incredibly intimate and highlight individual beauty, and utilized a mix of digital and film to create beautiful portraits, shot in each person’s home.

Creative Direction | Launch Strategy | Content & Social Media Direction