PLANT Apothecary

Brand founder & creative director, 2012–2019

In 2011, 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. That 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, The Detox Market, and Merci Paris. PLANT was also one of the first natural brands at Ulta Beauty, the biggest beauty chain in the US.

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.