A beauty brand that doesn't shout to be heard.

A founder, a notebook, and 11 months to launch.

Clara had spent four years formulating, two years sourcing, and was about to launch with a brand that was, in her words, "embarrassingly under-thought." She didn't want a shouty DTC brand. She wanted something that felt like her.

We had to translate a quiet, considered point of view into a brand system — packaging, site, content — without losing the thing that made her notebook interesting in the first place.

“I don't want to launch with a brand I'll be embarrassed by in two years.”

Identity, packaging, Shopify, and a launch content engine.

• →Brand identity around editorial typography, off-white papers and a desaturated palette pulled from her formulation notes.
• →Packaging across 12 SKUs — three product lines, three sizes — with refill structures that worked without seeming preachy.
• →A Shopify storefront with quiz-based product matching and considered, slow-paced photography.
• →A founder-led content series — five short films, a substack-style newsletter, and a podcast plan she eventually executed.
• →A measured paid-media plan focused on repeat purchase and lifetime value over first-buy CAC.

$1.2M year-one. 62% of it from organic.

Clara crossed $1.2M in revenue in her first 12 months. Sixty-two percent of it came from organic and word-of-mouth — a number that made her venture investors nervous (in a good way) and justified her refusal to scale paid harder.

Repeat-purchase rate hit 38% in the first year, which for a fragrance brand is a number you don't put in a deck unless you can defend it. She can.

“It feels like my notebook. That's all I wanted.”