Et al. The make-up that does more.

et al. is a next-generation beauty startup redefining makeup as both joyful self-expression and serious skincare. Built at the intersection of play and performance, the brand challenges the idea that makeup is purely cosmetic—every product is formulated to deliver high-efficacy skincare benefits without compromising on color, texture, or creativity.

Our work spanned the full brand ecosystem, from initial concept to launch. We developed the brand strategy, packaging and identity, establishing a distinct point of view rooted in the joy of makeup and the science of skincare. This informed the creative direction, tone of voice, and copy system—confident, intelligent, and playful, with credibility at its core.

To bring et al. to market, we created a launch activation plan across paid media, organic and paid social, and content strategy—designed to educate, excite, and convert. Social storytelling focused on real results, sensorial joy, and the duality of makeup and skincare, building trust while celebrating experimentation.