Skin Cupid — Skincare Branding and Retail Experience for a Fast-Growing Beauty Brand

Building a Skincare Brand with Cultural Relevance

Skin Cupid had already built momentum as a trusted destination for Korean skincare in the UK. With expansion underway and a flagship retail store in development, the brand needed a clearer identity and a more emotionally engaging story.

We defined a stronger brand narrative centred around the idea of “your skincare matchmaker”. This positioned Skin Cupid as more than a retailer, but as a curated, expert-led beauty brand helping customers discover products that truly work for them. The narrative was designed to translate seamlessly across ecommerce, social content, and physical retail.

Character Design and Brand Storytelling

To bring the brand to life, we created a bespoke Cupid mascot that sits at the heart of the brand identity. Designed to feel playful, distinctive and culturally relevant, the character adds personality and recognisability across every touchpoint.

From initial sketches through to animation, the mascot was developed as a fully realised brand asset with its own tone, movement and presence. It now plays a central role in campaigns, social storytelling and in-store experience, helping Skin Cupid stand apart in a crowded beauty market.

Visual Identity for a Modern Beauty Brand

The visual identity was refined to create a more confident and cohesive skincare brand. We introduced a bolder styling system that balances playfulness with a premium feel, ensuring the brand appeals to a style-conscious, digitally engaged audience.

Typography, colour, layout and graphic elements were carefully evolved to work across packaging, digital platforms and retail environments. The result is a flexible identity system that maintains consistency while allowing the brand to express itself creatively across different channels.

Retail Experience and Flagship Store Design

For the launch of Skin Cupid’s flagship store on Tottenham Court Road, the brand needed to translate its digital personality into a physical environment.

We worked closely with the team to create an immersive retail experience that brings the brand world to life. Key features included a large-scale illustrated ceiling mural, interactive displays, animated loyalty visuals and playful installations such as a branded claw machine. Every touchpoint was designed to reflect the brand story and encourage deeper customer engagement.

The result is a retail space that feels distinctive, memorable and aligned with the expectations of a modern skincare audience.

A Beauty Brand Designed for Growth

Skin Cupid now operates with a clearer brand position, a more expressive visual identity and a fully realised brand world that works across digital and physical spaces.

By combining strategic storytelling with strong design and retail thinking, the brand is better equipped to scale, build loyalty and stand out in the competitive skincare and beauty market.