HUDSON’S BAY BEAUTY

As creative lead on Hudson’s Bay Beauty’s rebrand, I spearheaded a purpose-driven transformation sparked by a powerful insight: 90% of women over 40—our core audience—felt unseen by the beauty industry. We turned that truth into a creative springboard, reimagining the department as an inclusive, age-positive brand experience—less beauty counter, more beauty community.

I led the evolution of the brand across visual identity, tone of voice, and campaign art direction—trading traditional, high-gloss retail cues for a warm, joyful, community-first aesthetic. We curated an original library of emotionally honest, inclusive imagery, giving the brand a voice and visual language that reflected real people and real stories.

The result was a vibrant, values-led brand experience that repositioned Hudson’s Bay Beauty as a champion of self-expression and inclusivity—inviting people of all ages, genders, and identities to see themselves in a space designed for them.