Et al. The make-up that does more.

As part of the iiaa portfolio, et al. was a different kind of challenge. Not a repositioning — a blank page. A new makeup brand to conceive, build, and launch to market from scratch.

The idea was simple but ambitious: makeup that works as hard as skincare. Every product formulated to deliver real skin benefits without compromising on colour, texture, or creativity. Joy and performance in the same product.

I led the full build with the Brand Manager. Brand and creative strategy, identity, packaging, tone of voice, copy system, and launch activation across paid media, organic and paid social, and content.

Taking a brand from nothing to market — with a distinct point of view, a coherent creative world, and a commercial launch plan — is a different skill to repositioning something that already exists. et al. proved we could do both.