This project was slippery, just like the product itself. As a pharmacist, I rarely fall in love with a formulation but this one genuinely surprised me.

The founder's resilience did the rest. It was an immediate yes. Her brand was invisible. Great product, generic packaging, a website that did not help. So we started with one question: who is she, and what does she believe in. A name, an identity, packaging that felt expensive before you opened it, and an e-commerce experience that turned a purchase into a ritual.

The product did not change. The brand did. She now charges three times the price.