BFA Industries
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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
AUFI x BFA, AUFI
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Beauty companies Ipsy and BoxyCharm merge to form mega makeup subscription service, Silicon Valley Biz Journal
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Beauty for All Industries launches new initiative for diversity and sustainability, Glossy
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Ipsy owner Beauty For All Industries bags $96m cash injection, Cosmetics Business
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