Role: Creative Director
I led the rebrand that reframed Luxy as the first “everyday” hair extensions brand, breaking category stigma and unlocking major growth. Starting with a strong brand ethos rooted in authenticity, inclusivity, and consciously-crafted innovation, I ensured these values shaped every creative decision. The repositioning pushed Luxy into a lifestyle space built on natural beauty and everyday ease, celebrating every life stage and reinforcing that great hair is for everyone.
I crafted the visual language, tone, and storytelling that brought this world to life, then built the brand guidelines that made it scalable across every touchpoint. “Live life fuller” became a core message, shedding the stigma of hair extensions and shifting the narrative toward confidence, abundance, and play.
Visually, I leaned into effortless beauty as the foundation. Luxy evergreen imagery feature diverse models in minimal make-up, simple yet stylish wardrobe, and everyday hairstyles. The signature blue sky background, earth tones and soft natural textures made the brand feel aspirational, yet approachable and real. The design system is clean and editorial, paired with conversational, witty, and uplifting copy. This carried into product storytelling, from ready-to-wear extensions that enhance natural beauty to subtle fill-ins created as thoughtful solutions for hair loss.
The rebrand redefined hair extensions, set Luxy apart in a space that previously felt high-maintenance and taboo, and helped establish it as a top performer in the hair extensions category.
