On Beauty

My work within the beauty industry began on the floor of Neiman Marcus as a makeup artist for Lancome while in art school. The promise packaged with each product pulled me in, but it was witnessing the confidence come over each person’s face as they tried a new shade or cream that ignited something inside me. 

Designing in-house for Fresh Cosmetics from 2004 to 2008 taught me the potential of plant-based ingredients and their purpose. There I helped shape everything from compelling in-store experiences to strategy for an expanding e-commerce division. Learning under the wing of creative director and co-founder, Alina Roytberg, and having the opportunity to design for all elements of a consumer goods company quickly instilled a holistic mindset towards branding. The role not only changed the trajectory of my career but also grew my love for creating beautiful experiences, both at the shelf and in the daily routines of consumers.

Packaging Design for Fresh

It’s through this lens that I was compelled to reach further as an artist. In 2008, I opened my creative studio, JSGD, expanding to a diverse roster of clients, which included a few in the beauty world. In 2013, I connected with Tara Foley to bring her brand, Follain, to life online, resulting in a multi-year creative partnership that spanned packaging design, digital strategy, and brand development (read more).

Art directing and styling for Follain (read more)

Brand Development and Packaging Design for Follain (read more)

Digital Strategy and Photography for Follain (read more)

JSGD worked with many of the brands Follain carried, which deepened my insight into the world of clean beauty.

Embracing the missions behind the founders, I’ve seen in this movement’s potential to truly disrupt the industry and change the world for the better.

Brand Development for Thorn & Bloom

Packaging Design for Organic Bath Co. (read more)

Brand Development, Digital Strategy, and Photography for LURK (read more)

Brand Refresh and Book Design for Amber Blue Skincare

Website Design for Captain Blankenship

Always front of mind is the ever-evolving consumer needs I learned to look for on the beauty department floor, and the holistic approach to branding I both developed at Fresh and refined over a decade running JSGD. Looking forward, my aim remains to create brand experiences that tell a story and resonate on a deeper level. 

I believe it’s our role as a community to educate the consumer and urge brands to be more diligent when it comes to ingredients and sources — I’ll continue to build and support those who do so. 

Have an idea for a project in the wellness space? Let’s connect.