BFA Industries

A MEGRAPHONE FOR A NEW WAVE OF BEAUTY VOICES

When you use technology to listen to voices and build communities, a vibe shift happens. And the result is a beauty subscription mega-brand, by the people, for the people.

Top Products

Brand Strategy

Brand Architecture

Naming

VISUAL IDENTITY

Verbal Identity

WEBSITE DESIGN

Inflection Point

Time for a different shade of beauty

Legacy beauty brands cast a long shadow — born out of boardrooms and dictating a very narrow image of what beauty should look like. IPSY came to shake things up, and use data to actually listen to individuals to deliver products that celebrate self-expression instead of stifle it. On a run of rapid growth, they acquired several other like-minded companies, and needed a brand to unify their beliefs and turn up their volume in the market.

Insight & Idea

The Beauty Mark & Data Point

Using data to listen to people and promote self-expression was core to IPSY as a company. We went looking for cultural symbols that could simultaneously capture both. The beauty mark (and data point) became a beacon of inspiration. It was singular but also spanned time, culture, race, gender, and background. Combined with the new brand name we devised, Beauty For All Industries (BFA), a powerful story came to be.

The Products

Consulting & Strategy

Discovery and Insights Mining, Strategy Workshop, Brand Strategy, Brand Architecture

Brand & Content

Naming, Visual Identity, Verbal Identity, Brand Guidelines

Digital & Product

Digital Content, Website Copy, Website Design, Website Development & QA

The Results

$100M

fundraise following within 3 months of brand launch

Recognition

Awwwards, Site of the Day Honorable Mention, Web Design