Lia Beauty is an inclusive cosmetics brand that makes foundation for everyone. With a large range of foundation colors catering to every skintone, Lia is a trusted brand that brings representation and fun to the makeup counter. The branding for Lia Beauty is bright and exciting, using geometric patterns in the packaging to draw the consumer in when looking around the store.
Each product box is secured with a belly band, ensuring easy accessibility by sliding the band off and opening the flip-top box with one or both hands. On the back of the belly band is a makeup swatch, which saves time and money by shade matching in-store with the product.
The website for Lia highlights these details and puts a focus on the brand story, telling the reader that for each product purchased, one is donated to a local women’s/LGBTQ center. Because recent research done by George Washington University showed that beauty products marketed towards people of color have an increased amount of toxins like mercury and steroids, which encourages the damaging effects of skin lightening, Lia guarantees that their products are inclusive to all without any harmful additives. The advertisements used by Lia show a range of people from different backgrounds, highlighting the representation that is so important to the brand. The traveling truck provides another space for consumers to purchase the products while bringing business to and exploring the community that Lia is helping.
Check out the prototyped website below!