HERBEAST
Role: Art director
Herbeast, founded in Shanghai, is an oriental herbal brand dedicated to sustainable skincare and lifestyle. Known for its contemporary packaging and refillable, eco-friendly designs, Herbeast has become a leader in the modern, Gen Z-focused beauty industry. It is one of the few C-beauty brands competing in the premium range, alongside similarly priced brands like Estée Lauder and Lancôme.
For the launch of Reishi Multi Repair Oil and Lip Oil, together with their in house team, we highlight the role of traditional Chinese botanicals as vessels of cultural heritage, distilling their inherent cultural value. The concept draws inspiration from Wong Kar-wai’s iconic film In the Mood for Love, capturing the essence of modern Chinese aesthetics and resonating with Gen Z’s passion for local culture.
