Estée Lauder will team up with Manchester United, the most famous and successful professional soccer clubs in the world. Based in Manchester, England, to reach and engage our extensive fanbase in China and the Asia Pacific markets, a first-of-its-kind partnership for the brand. The partnership will initially spotlight Estée Lauder Advanced Night Repair Serum, an industry disruptor, and one of the best-selling, most-loved skincare products in the brand’s history. Collaborated with Manchester United to incorporate their bold devil graphic into the Advanced Night Repair bottle design, utilizing digital printing techniques. Integrated iconic Man U visuals, including the devil emblem, crest, and scarf motifs, to create a striking and cohesive design.

ROLE: Art Direction + Packaging Design

Estée Lauder’s Beautiful Magnolia Holiday Limited Edition is a mesmerizing seasonal twist on the iconic Beautifulfragrance, celebrated for its lush floral bouquet. The packaging, illustrated by Hui, perfectly embodies the essence of the fragrance with delicate floral motifs drawn from its key notes-Mandarin, Rose Petals, Magnolia, Jasmine, Sandalwood, Amber, and Vanilla. This exquisite artwork mirrors the harmonious blend of vibrant freshness and comforting warmth that defines the scent, capturing both its elegance and its seasonal allure.

ROLE: Art Direction + Packaging Design + Illustration + Product Development

Bronze Goddess Aegea is a floral-green escape, where the lush fragrance of blossoms and ripe fruits intertwines. The EDP bottle design is inspired by the frosted white landscapes of Santorini, while the secondary packaging showcases the timeless beauty of ancient Greek marble with a multi-dimensional, granite-like texture, expertly crafted working with Universal Engraving Company. A Santorini-blue door frame adorns the outer packaging, while an intricate illustration of the island’s breathtaking scenery graces the interior of folding carton was drawn by Hui. Together, these elements beautifully capture the essence of Santorini, transporting its iconic charm to life.

ROLE: Art Direction + Packaging Design + Illustration + Product Development

The Fresh Beauty Holiday 2023 packaging design is inspired by the sensorial stories behind the brand’s signature skincare ingredients, including Kombucha tea, Rose, and Lotus. In collaboration with Lesli Fonte and art direction by Colene Blanchet, the design beautifully merges these elements into a harmonious composition. The carefully curated color palette evokes a sense of freshness and vitality, while a bold "F" pattern introduces a modern, dynamic flair. This perfect blend of nature and artistry captures the essence of the Fresh collection, presenting it in a visually stunning and vibrant way.

ROLE: Art Direction + Packaging Design + Illustration

Rebranding of the Vitamin C skincare, which was originally inherited from Global Avon, modernized packaging design and components. Identified suitable stock bottles and jars to establish the packaging architecture, and worked on colorants with packaging development and visual design elements.

ROLE: Art Direction + Packaging Design + Product Development

Avon's Love at 1st Lash Mascara is a standout product in their cosmetics line, designed to deliver dramatic length and volume while nourishing your lashes. 

The mascara features heart-shaped, lash-hugging fibers that lock onto lashes to deliver instant length and weightless volume in a single application.

The logo, including the hand-drawn heart, was uniquely designed by Hui to reflect the product's romantic and bold identity.

ROLE: Art Direction + Design + Product Development + Iconography

Developed branding and designed for an innovative clean skincare collection under Avon Anew, formulated without parabens, synthetic fragrances, dyes, or mineral oil.

ROLE: Art Direction + Design + Product Development + Iconography

Developed the branding for the Hydra Fusion skincare collection, incorporating water drop graphics in the decorative treatment, drawing water icon’s from its key ingredient, hyaluronic acid. Designed a striking contrast of gloss and matte varnishes on the components to enhance visual and tactile appeal.

The Anew Hydra Fusion De-Puffing Eye Serum was recognized by Marie Claire magazine as one of the top 25 products that will change your life.

ROLE: Art Direction + Design + Product Development + Iconography

Fragrance inspired by Avon’s 134 year heritage.

ROLE: Art Direction & Logo Design

The “Aromatic Luxury” scented candle collection draws inspiration from the moods, environments, and fragrances of summer. These 3-wick soy-blend candles are expertly crafted by master perfumers and infused with refined, sophisticated scents. I led the development of the summer concept and collaborated with illustrator Petra Ericsson to create the scenic illustrations featured on the candles. The secondary packaging was thoughtfully designed using craft paper considering sustainability to evoke a natural, artisanal feel. Each candle is presented in an elegant frosted white glass jar with a metal lid and decorative label, bringing both scent and visual appeal to any space.

ROLE: Art Direction + Design + Product Development

Collaboration with Petra Ericsson, illustrator

Led branding and product design for Isa Knox Anew Ultimate, a premium anti-aging skincare line under Avon Anew. The collection features formulations infused with paeonol and rare peonies, developed using exclusive technology and enriched with niacinamide and other potent anti-aging ingredients.

ROLE: Art Direction + Design + Product Development

ROLE: Art Direction + Design + Product Development

Collaboration with Marisol Oretega

Branding of the Veilment Macadamia personal care collection.

ROLE: Art Direction + Design + Product Development

ROLE: Art Direction + Design + Product Development + Iconography

​Roezen is a luxury skincare brand founded by Yelena Royzen, a Russian-trained facialist with over 30 years of experience in the beauty industry. The brand is renowned for its signature Caviar Skin Mask, formulated with specially processed sturgeon eggs, sea salt, and essential oils, designed to address multiple skin concerns such as purification, hydration, and anti-aging. ​I worked with Yelena Roezen, developed logo, icons and designed the primary packaging.

The brand's offerings are available through its official website, as well as select retailers like Saks Fifth Avenue and Amazon

ROLE: Art Direction + Design + Product Development + Iconography + Shopping Bag Design

ROLE: Art Direction + Design

Collaboration with Nicetoseeya illustrator

ROLE: Art direction + Design + Product Development

Corporate promotional design

ROLE: Art Direction + Design + Product Development + Illustration

StriVectin® is the largest independent prestige skin care company, focusing on clinical anti-aging skin care solutions.

• Designed Holiday giftset and art directed still life photoshoot for Winter skincare routine set.

• Designed secondary packaging of StriVectinLABS Facial Toner Device, illustrated the graphic and art directed still life photoshoot

• Art directed photoshoot of 2014 fall GWP promotion "Winterize Your Skin"

• Designed poster of easter Holiday campaign

• StriVectinLABS brochure for Sephora: Art directed & designed the layout, illustrated beauty tips graphics

• Designed, brought concept of the StriVectin Product Brochure.

ROLE: Art & Photo Direction + Packaging Design + Illustration

Seasonal promotion packaging design for color trend, Avon’s EU brand.

ROLE: Art Direction + Design

ROLE: Art Direction + Design for it cosmetics digital campaign landing pages.

Bloomingdale's is an American chain of luxury department stores owned by Macy's Inc. founded in 1861 by two brothers Joseph and Lyman G. Bloomingdale. My assignment was to show dynamic motion, Spring has offcially arrived - especially those in wintery states- have a case of "Spring Fever"!

• Designed for bloomingdales.com home page - 2013 Spring Ready-to-Wear Collections

• Designed for bloomingdales.com eblast page

ROLE: Art Direction + Design

Bliss was born in 1996 with a single spa in New York City's Soho, and ignited spa revolution by combining effective services with a fun, 'no-attitude' atmosphere. The clean, modern, fresh design of Bliss spas provides a luxurious escape for consumers.

Fields: Packaging & Graphic design for Bliss Cosmetics

• Magnolia Mother's day giftset design

• Sun ban packaging design

• Holiday spa-at-home Giftset

• Coporate brochure design

Euphoria is about sexiness, fantasy, and being captivating. Sexy and sensual, euphoria speaks to the woman who has the urge to break free from everyday life - to provocatively be part of an exciting world filled with pleasure, surprise, and temptation.

 • Euphoria Special Edition fragrance_bottle decoration design

• Euphoria Mother's giftset design

• Euphoria Holiday giftset design

• Euphoria Spring giftset design

Juicy Couture is an American contemporary casual wear and dress clothing brand based in Arleta, Los Angeles, California. The brand was founded by Pamela Skaist-Levy and Gela Nash-Taylor in1997. The Brand personality is very LA casual and glam, flirty, bold, feminie, fun and confident. She is a Fashion Lover, lives like an off-duty celebrity.

• Designed brand book

• Designed for holiday packaging for intimate apparel

New York, NY – August 13, 2007 – As one of the 20th century’s most important design studios, Calvin Klein has put into expression for several generations, what it means to be male with riveting, sexy imagery. The Calvin Klein brand continues to embody what is provocative, what is timeless, and what is sexy; few advertisements are burned into the global psyche as deeply. With the introduction of the sophisticated new signature fragrance Calvin Klein MAN, Calvin Klein celebrates the heritage of the brand with a new men’s classic.

• giftset design

• Product launch POS materials, sales merchandising item

Light Blue is the joy of living the light blue Mediterranean life, the scent is capturing sun-drenched summer days and dazzling nights. The colorful, fresh, floral-fruity scent reflects the sexiness of the Mediterranean life style. Advertising shot on the beautiful island of Capri, inspired by the freshness and lightness of the idyllic lifestyle of Mediterranean.

• Primary bottle decoration design, Secondary packaging design

Corporate or brand identity and logo are a great deal to appeal your customers. All interactions a consumer has with your business communicate a message & establish a standpoint regarding your brand name.

• Lilyette - Logo design, the brand is owned by maidenform company

• Avon Big Flash Lash mascara - brand identity design

• Maidenform Charitable Foundation - Logo design

• Roeback & Co - the brand is owned by Sears, Logo and Hang tag design for apparel

The premium Supreme Nourishment Coconut Oil Collection for Avon, inspired by natural coconut ingredient and color, designed for primary packaging and oversaw the packaging production.

ROLE: Art Direction + Packaging Design + Product Development

• Home page focal design

• Email blast page design

• Soicial medium (Facebook, twitter, youtube) cover page design

• Facebook, What's hot page design

• Art directed and managed maidenform online still life photo shoots

Maidenform, Comfort Devotion Ads. Campaign

Maidenform set out to reinvent Comfort series, an extraordinary collection of Bras, Pants and Shapewear called it "Comfort Devotion", all fabrics have super soft and comfortable. We had a photo shoot with international photographer, Benjamin Lennox and showed blowing fabric concept.

• Art directed and designed campaign posters

• Art directed and designed launch campaign brouchre for Macy's buyer.

• Designed social media campaign, maidenform facebook page. 

Maidenform is a global intimate apparel company, it hasiconic heritage, celebrated 90th years anniversary in Q4, 2012. This photo shoot's concept was modern-fashion-vintage theme inspired by the Art Deco era. fashion photographer Benjamin Lennox and set designer Mattew Betmaleck created an Iconic, inventive, and irresistible feel to the intimates collections featuring international model-Tiiu Kuik.

• Capsule collection PR giftset design

• Capsule collection still life photo shoot art direction

• Delta Phi Epsilon - sorority 90th years anniversary campaign poster design

• Social media Twitter page layout design

Self Expressions sell through Target Stores nationwide, the brand brings an inventive, fashionable approach to intimate & shapewear. Designed for performance, quality and comfort, Self Expressions inspires confidence from the inside out.

The Self Expressions consumer is a smart and independent woman who leads and others follow. She express herself though her fashion style, and believes CONFIDENT IS THE NEW SEXY.

• Hang tag design

• in-store Poster

• in-store pop up POS sign