The Body Shop. Clean Make-up launch

Before "clean beauty" became a marketing category, The Body Shop launched one of the first fully vegan makeup ranges on the market. As Creative Director, I led the campaign end-to-end — concept, art direction, and production — building a visual world that felt genuinely inclusive at a time when the industry was still catching up with what that actually meant.

Shot by Rankin, the campaign celebrated a deliberately diverse cast: different skin tones, ages, and textures, all anchored by colour-led beauty imagery that was bold without being alienating. The work had to do two things at once — make a commercial beauty campaign and quietly make a point.

It did both.