Beauty Branding

Client: Revival Beauty Tools

Noel Walker is the founder of Revival Beauty Tools. Their mission is to empower you to feel beautiful, powerful and revived every single day.

Whether you’re navigating the challenges of motherhood, running a business, or simply taking some much-needed ‘me time,’ our carefully curated and Noel-tested beauty tools are designed to make your makeup routine a transformative experience- not a tiring one. 

Noel booked the complete brand and web design package with an add-on for packaging design support and creative direction support for her brand photoshoot. Her site is built with Shopify.

The Brand Promise:

We believe that every woman deserves to feel radiant, confident, and spiritually whole every single day. Our promise is to deliver luxurious, high-performance beauty tools that not only perfect your look but also elevate your soul.

With REVIVAL, you’re not just choosing a beauty tool; you’re investing in a ritual that celebrates and uplifts your authentic self.

Internal pages of Revival Beauty Tools' brand guide showing information about the design.
Internal pages of Revival Beauty Tools' brand guide showing information about the design with a mockup behind.

What Noel Had to Say

Screenshot of a satisfied customer review for a home page design, with the customer exclaiming 'Omg!! It is PERFECT!!! Thank you!'
Image of Revival Beauty Tools by Noel Walker, showcasing a woman holding a makeup sponge and a brush, with the brand's logo prominently displayed.
Elegant packaging design for Revival Beauty Tools, featuring a patterned red and pink box for a 'Blended Radiance' product.
A stylish promotional portrait for Revival Beauty Tools by Noel Walker, with a woman in a vibrant pink jacket adorned with pearls.

Beauty Branding for business growth

The cosmetics and beauty sector is the fastest-growing US retail category, and strong beauty branding is essential to make your business stand out from the competition.

Your brand isn’t just about the products you sell or the services you provide. It’s about evoking a feeling and forging a meaningful connection with your potential customers, and this is where the importance of custom branding comes in.

Strong branding for your beauty business isn’t just about having a pretty logo or catchy slogan. You need to craft a narrative, a story that resonates with your audience on a deeper level.

Your branding is what communicates your values, your mission, and your unique proposition in a crowded market. It helps you stand out – on the shelf and online- not just for what you sell but for what you represent for your target customers.

In an industry where beauty trends come and go, a strong brand identity keeps you steady amidst the change, ensuring that your beauty business remains relevant and leaves a lasting impression on your ideal audience.


Why is it important for cosmetic and beauty businesses to have a Brand?

Whether you have a brick-and-mortar store, are aiming for the shelves of Sephora, or run your beauty and cosmetics business online, beauty branding is the foundation (no pun intended) of any marketing strategy.

Up to 90% of snap judgments about products can be based on brand colors alone, but the creative branding process runs much deeper than putting together appealing visuals and typography. It’s about expressing your authentic self and unique voice through your visual identity.

A strong beauty brand distinguishes you in a saturated market, helping the right consumers identify and connect with your beauty business even though there are numerous options out there.

A well-defined beauty brand also communicates trust and credibility, which is essential with today’s consumers who are used to marketing tactics. Branding also fosters customer loyalty, and consistent brand presentation across all platforms can increase revenue by up to 23%.

The Beauty Branding Process

How the uplevel begins

The Bethany Works® team has built unmistakable beauty brand identities for diverse businesses, from beauty boutiques to lifestyle brands, and this is a three-step process we recommend for creating your beauty and cosmetics brand.

step 1

Defining Your Beauty Brand Identity

The very first step to designing a compelling brand identity is defining what your beauty brand stands for and who it serves. Think of this like your moisturizer and primer, it will allow the foundation (branding) to be flawless and stand the test of time. During this phase we focus on clarifying these essential elements of your brand identity:

  • Know Your Audience: Understanding your target demographic is the cornerstone of building a successful beauty brand. Do thorough market research to gain insights into your audience’s preferences, behaviors, struggles, and desires. Consider factors such as age, gender, lifestyle, and beauty preferences, but focus more on asking the psychographic question to speak to your potential clients in a way that creates an emotional connection.
  • Define Your Unique Value Proposition and Message: What sets your beauty brand apart from the competition? Identify your unique selling points and articulate them clearly to your audience. Maybe it’s innovative formulations, ethical sourcing practices, or your commitment to inclusivity. What do you want people to associate with your beauty and cosmetics business? Then put this into words so you brand has a message that resonates. 
  • Establish Your Brand Personality: Just like people, brands have personalities that shape how they are perceived by consumers. Define your brand’s personality traits, such as playful, feminine, sophisticated, eco-conscious, or luxurious, and ensure consistency in your communication across all touchpoints.

If you’re looking for resources on defining your beauty brand identity, we have many on our blog. Learn about identifying your brand archetype or creating impactful brand photography.

step 2

Designing Your Visuals

Once you know what your beauty business stands for, it’s time to start bringing your vision to life.

Working with us to create visuals and put them into your brand guidelines allows you to build a cohesive and recognizable brand identity for your beauty and cosmetics brand. These guidelines serve as a roadmap for maintaining consistency across all brand touchpoints, from your website to your social media profiles.

  • Logos: All beauty brands should have a memorable logo, and a memorable mark suite – aka variation of their mark that work across different platforms. We’ll design a logo that matches your style and create clear guidelines on how to use it, including size specifications, minimum clear space requirements, and placement options is a portion of our visual process.
  • Color Palette: People associate colors with brands. We’ll create a brand color palette to highlight your brand’s personality and create guidelines on color combinations, including primary and accent colors, to maintain consistency across all of your brand materials.
  • Typography: Next we’ll select fonts for headings, subheadings, body copy, and other elements and create guidelines on font sizes, line spacing, and formatting for different mediums.
  • Design Elements: If needed, we can work with you to create additional design elements, such as patterns, textures, icons, or illustrations, to enhance your brand’s visual identity.
  • Imagery Style: We will help you narrow down a preferred style of imagery, whether it’s photography, illustrations, or graphics, to align your visual identity with your brand’s aesthetic and tone. We will also build out your brand photo guide and creatively direct any brand product shoots as needed. 
  • Packaging: For most beauty brands (unless you’re lifestyle-based), you will need packaging design of some kind that can work with all of your various collections and launches. We have you covered here, too!

When you work with us, you’ll receive a visual brand identity guidebook to have all of the key visual principles representing your brand in one place. If you have a team, having documented visual brand guidelines makes it much easier to ensure consistency across marketing channels.

step 3

Sending Your Brand Out Into the Wild

Once your brand identity is complete, it’s time to share it with the world!

Implement your branding across all of your marketing channels, including your website, social media accounts, and email marketing templates.(PS We can build your website too!)

You should also apply your branding to your product packaging and labels so they attract your customer’s attention online or in stores. I know I mentioned that above, but it’s really something you may come back to again and again as you launch new collections and expand. 

Beauty Branding Services You Can Find at Bethany Works


At Bethany Works®, we work with fierce visionaries and tenacious creatives on a mission to elevate their multi-figure brand.

We can help you unearth your cosmetic brand identity for your beauty brand and then apply it to your website, podcast, social media, email marketing, landing pages, and more.

Our method is meticulous and psychology-backed. Instead of simply throwing together a few pretty colors and calling it a day, we help you position your beauty brand in a way that speaks directly to your ideal clients and grips their attention.

Learn more about branding and website design for creatives with Bethany Works®.

What Are the Benefits of a Beauty Branding Agency Like Bethany Works?

In a few words? You’ll stop leaving money and impact on the table.

Right now, you’re blending in with competition because the way you express your brand doesn’t show the true depth of the transformation you bring to the table.

After you work with the Bethany Works® team, you’ll have an unmistakable + unbreakable beauty brand that makes your target audience feel authentic and unfiltered emotions.

The result? More revenue and impact so you can infuse the world with more beauty and aesthetics.

Our Framework for Brand Strategy and Design

Everything we do is backed by a deep understanding of human psychology. Buying is an emotional decision, so it takes more than just pretty visuals to stand out from the crowd and sell.

You need to understand the specific thoughts your target audience is thinking and speak to them, showing your consumers that you understand their needs and desires.

This is why, before we touch a single aspect of your branding, we dig deep into the minds of your target customers and figure out what makes them tick.

We get to know your brand and create a cohesive strategy on how to position it unmistakably in a fast-paced beauty industry.

Most importantly, no two creative processes are ever the same. We create a completely custom branding process for your beauty brand, so the result is truly exceptional.

Bethany Works Is a Website Design & Branding Agency Helping You Unearth Your psychology-backed brand

It’s time to stop playing small and grow your beauty brand to its fullest potential.

Let’s cut deep below the surface and get to the bottom of what makes your brand truly unique and irresistible so you can start helping more and more people feel beautiful and confident in their own skin.

Ready to get started?


I’ve got you. Here are answers to a few common questions:

Our beauty branding packages are custom, and the quote ultimately depends on your vision, needs, and preferences.

We care about transparency, so you can find detailed starting prices for different packages on our services page. To give you an idea, prices start at $3,800 for personal brands and go up to $34,997.99 for big website design projects.

It depends on your custom branding package and whether you’re just getting beauty branding or a website design package as well.

No two projects are the same and we like to take our time getting to know your brand and target audience. The best way to get a timeline estimate is to book a call with us so we can talk about your specific vision and goals.

You can select a website design package to go along with your beauty brand package. Branding is always the first phase of any website design project – we need to create the visual brand guidelines that bring your vision to life.

Then, if you want to take it a step further, we can help you design a high-converting website. We also partner up with skilled copywriters to help you create the copy for your website and optimize it for SEO.

If you’re thinking about hiring a beauty branding agency, you should ask them about their approach and what methods they use to do market and audience research.

You should also ask them to see examples of past work. You should resonate with your branding agency’s style, vision, and philosophy.