PER.PLEX MAKEUP
PERPLEX MAKEUP - Creative + Art Direction, Conceptualization, Photo Direction, & Product Development
PER.PLEX is COOL SUBVERSION. The Dark internet, meets Sephora. We are your insider for the best makeup that other brands refuse to give to you. Designed to be a high-performance mass market brand, PER.PLEX takes coolness to the extreme. Sold exclusively in the LATAM market the brand sold very well, selling over 100k units in one quarter. Highly-imitated, never replicated. I ensured product quality was top-tier while keeping creative concepting forward thinking, and culturally relevant.
THE REBEL COLLECTION
The concept was inspired by ‘90s ‘Klub Kid’ culture in NYC, the book ‘Disco Bloodbath’, and general coolness. Made for those who want to be a little edgy, goths, and not-so-gothy girls, this collection was designed to make our debut stand-out.Shade names included ‘LIMELIGHT’, ‘HONEYTRAP’, and ‘HEAT DEATH’. We adjusted the concept to work where we were selling it using of universal symbols like eyes, stars, etc.
The collection did extremely well with the eyshadow palette, Rebel Eyes, becoming the highest selling palette in Mexico in 2019. Eyeshadows, with REAL pigment and shine, Contours and Blushes that show-up on deeper skin tones with a refined texture, and highlighters that didn’t have an ashy appearance wrapped in an edgy package at $10-15.
POP Displays for palette products, and lipgloss.
GLAMBEAST
VOL. I & II
GLAM BEAST was our second and third collections and was an answer to “what would happen if we got our 90’s inspired Rebel collection and brought it to Hype culture?” With the rise of ‘Hype Beast’ culture, and people fanatically collecting our Rebel Collection, we felt it was fitting to call the collection ‘GLAM BEAST’. Fitting 3 themes into one: Psychedelia, Vaporwave, and Street cultre. We produced almost 200k pieces selling out within a year.
Designed booths, with photo op.
THE PRIME + SET
Set to launch in early 2020, ‘PRIME+SET’ expanded the brand from only color, and carried it into the complexion category. The color (which was important brand equity) lived instead in the vibrancy of primary and secondary packaging. Skin-care powered Primers mixed with life-proof setting sprays and powders made your make-up ready to face whatever you wanted it to. The skin-caring marketing was intended to be a foyer into skincare, our next collection.
REACT
REACT was an unreleased ‘adaptogenic’ foundation meant to withstand any obstacle in its way. Hence, ‘REACT’. It was inspired by the album, ‘Paranoid Android’ and the advanced polymers found in the foundation.
SKIN LAB
SKIN LAB was a skincare line I designed and developed to be a cross between a curated derm office and LA’s coolest street, Fairfax. Made to launch with 3 serums and eventually expand into a subline within the brand.Social Media posts would connect to early MacOS design systems, with the ‘advisor’ being a computer system.
