PLANT Apothecary

Founder & Creative Director, 2012–2019

In 2012 I founded PLANT Apothecary, an organic skincare brand built around a (groundbreaking, at the time) simple idea: All natural, certified organic products didn’t have to look earthy, but could have clean, minimal packaging that fit in with contemporary interior design.

I designed the brand from the ground up — identity, packaging, and the bold, type-driven label system that became its signature look — and formulated the products myself. The minimalist, no-nonsense aesthetic helped the brand stand out in a crowded wellness market, and it grew from a single studio into a nationally and internationally distributed label carried by Nordstrom, Target, Urban Outfitters, Ulta Beauty, Le Bon Marché, Selfridges, and Merci Paris. PLANT was the first Black-owned natural brand to get national distribution in major US retailers.

Beyond the product and packaging design, I led every part of the brand's visual world: concept development, prop sourcing and styling, casting, and photography for all campaign and product imagery. I sold the company in 2019, then stayed on as creative and editorial director through the transition, continuing to shoot and direct its visual identity under new ownership.