The Pink Foundry is a science backed skincare brand from the House of Cetaphil and Soframycin, built on credibility, restraint, and long term trust rather than short term follower spikes.

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As Creative Director, I led the brand’s creative direction across social media, influencer marketing, paid media, and the website. I defined the visual identity and created a scalable style guide rooted in clean, dermat inspired design with warmth and approachability.

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I positioned founder Niloni Shah as the face of the brand to humanise the science and reinforce transparency. Influencer and content strategies focused on relevance, education, and real usage over reach. Paid media creatives were designed to perform while staying true to the brand’s understated, trust first tone.

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I also directed multiple product launches, overseeing monthly photoshoots and streamlining execution through structured shoot decks.
Content was optimised for both organic and paid performance, enabling consistent storytelling and steady, sustainable brand growth.