đź’„ Hustle Beauty: Where Movement Meets Modern Makeup
At Hustle Beauty, I partnered with the co-founders to shape go-to-market strategy and steer a full website redesign—bridging the gap between bold mission and beauty-industry aesthetics. Built for women who sweat, Hustle combined clean ingredients with high-performance formulas—but needed sharper positioning to break through.
🎯 The Challenge
Hustle Beauty was carving out a category of its own—makeup made for movement. But the brand’s early visual identity was overly bold and out of sync with what modern beauty shoppers expect. It lacked the elevated, editorial feel required to compete both online and on shelf.
đź› The Strategy
My role centered on refining the brand’s presence through research-driven insights and creative collaboration. I led the ICP development process and used those findings to inform:
Website Redesign Guidance: Worked hand-in-hand with the design team to evolve the visual language—introducing updated layouts, refined typography, and intuitive navigation that reflected a more aspirational yet active lifestyle.
Marketing & Social Direction: Advised on content pillars, tone of voice, and channel prioritization to align with our core customer: active, ingredient-conscious women who want beauty that performs.
Shelf & Digital Consistency: Ensured that everything from homepage to packaging reflected the same elevated-yet-functional brand voice.
🤝 My Role
As strategic partner, I delivered research, positioning insights, and design direction. I worked closely with Hustle's co-founders to align every marketing and design decision with the brand’s unique purpose.
đź’ˇ Takeaway
Beauty isn’t just about looking good—it’s about feeling aligned.
When your product is built for movement, your brand should move with purpose too.