ENVIRONMENTAL DESIGN & GLOBAL BRAND TOOLKITS

Too Faced Cosmetics Retail Environments

The Challenge

As Director of Creative Operations at Too Faced Cosmetics, I was tasked with leading the overhaul of the brand’s in-store fixtures for Sephora and Ulta. At the time, the shopping experience on the fixtures was visually chaotic—crowded with callouts, swatches, and competing product messaging. Instead of helping customers navigate benefits and shades, the clutter created confusion and overwhelm at the point of sale. The challenge intensified when Estée Lauder acquired the brand, propelling Too Faced into rapid global expansion across new markets and duty-free environments. With multiple remote creative teams working simultaneously, consistency and clarity became critical to maintaining brand identity and customer experience worldwide.

Execution

I spearheaded the redesign of Too Faced’s in-store fixture experience, simplifying layouts to focus on clear product benefits, streamlined shade organization, and a more inviting presentation for customers. To support the rapid pace of international growth, I also created a comprehensive global style guide. This included detailed creative standards, product launch toolkits, and execution guidelines to ensure consistency across retail environments, whether in a Sephora in New York, an Ulta in Los Angeles, or a duty-free shop in Tokyo. Acting as both creator and executor of these style guides, I collaborated closely with remote creative teams to align brand expression across regions, balancing flexibility for local markets with the strength of a unified global identity.

The Result

The redesigned fixtures dramatically improved the in-store shopping experience, making Too Faced’s products easier to navigate and more compelling to discover. Customers could quickly understand shade ranges and product benefits, which reduced confusion and increased engagement at the shelf. The introduction of the global style guide brought alignment and efficiency to product launches worldwide, giving regional teams clear direction while reinforcing a cohesive brand presence. This streamlined approach not only supported Too Faced’s accelerated global expansion under Estée Lauder but also strengthened its retail visibility, ensuring a consistent, premium customer experience across every touchpoint.