Beauty has long been marketed as something women do for everyone else. I wanted to challenge that narrative by looking at how Gen Z has redefined self-care and body autonomy. Today, shaving isn't about meeting outdated beauty standards or becoming more desirable to someone else. It's a personal choice. Some shave every day, some never do, and both are equally valid. The ritual itself has become an act of self-care rather than conformity.

That insight became the foundation for Take Time For Self Hair. Instead of creating another beauty campaign centered around perfection, we positioned the brand around agency and intention. The messaging celebrates people who choose to shave because they want to, reframing hair removal as a personal ritual instead of a social expectation.

Working with an incredible team, we transformed that strategy into a complete brand identity. From the voice and messaging to the visual system, every touchpoint was designed to feel confident, modern, and unapologetically self-directed, reflecting a generation that defines beauty on its own terms.