for this mock rebrand, my team and i were asked to choose a challenger brand and reposition it for the current cultural landscape. we selected Too Faced and conducted trend research that revealed a shift away from the “clean girl aesthetic”, which is driven by ai-level perfection, toward a more playful and expressive approach to beauty. building on Too Faced’s whimsical dna, we reimagined the brand to feel bold and culturally current.

problem: the beauty category is dominated by hyper-polished, clean aesthetics, making it difficult for brands to stand out or feel emotionally expressive.

big insight: as ai-driven perfection becomes the norm, consumers are gravitating toward beauty that feels playful, messy, and human.

solution: reposition too faced to embrace color and experimentation, leaning into its whimsical dna to reconnect with a new generation.