Project 07 :
Growing confidence, one glance at a time
Client: LashBoss | Year: 2022 | Industry: Beauty & Eye Care
LashBoss is your warm empowering bestie—the kind of friend who hypes you up, shares her secrets, and makes beauty feel easy and fun. She’s passionate, approachable, and never patronizing, always speaking in a language her “BossBabes” understand. Known for the viral “Rapunzel Serum”, LashBoss has built its reputation on effective, science-backed formulas that deliver real results while staying affordable for Gen Z and Millennials.
As an Indonesian beauty brand, LashBoss champions growth—of lashes, brows, and confidence. Through a rebranding that emphasized playful visuals, witty lingo, and lifestyle-driven storytelling, LashBoss evolved into more than a product line: it became a relatable cultural voice in the beauty space, uplifting its community with every wink and glow.
Scoop of Works
I developed the full brand identity for LashBoss, best known for its viral “Rapunzel Serum.” The rebrand positioned the brand as a youthful, approachable bestie for Gen Z, with a Light Rose-led visual system, expressive typography, and lifestyle-driven photography.
A clear communication framework with witty lingo and social-first content pillars ensured LashBoss could engage playfully yet consistently—standing out as both relatable and confident in Indonesia’s beauty market.
