The strategist behind Australia's most obsession-worthy beauty brands.
I make luxury brands so irresistible, customers forget they're spending money.
Kate Edwards – Director, Designer, Strategist
I'm Kate. I've been designing since MySpace was cool, strategising since brands got serious.
My brain works in both 'premium positioning' and 'regulatory compliance' modes. Logical enough to navigate ingredient hierarchies, creative enough to make customers obsess.
Surgical precision in design, psychological warfare in strategy.
Customers obsess, competitors are left dazed and confused.
I make beauty brands impossible to ignore.
on skincare research
(aka my bathroom cabinet)
at 'clean beauty' buzzwords.
with 0 complaints.
in clients' pockets.
(directly attributable revenue)
It's truly unique and exclusive.
I've heard the horror stories. I've cleaned up after them. I've worked on everything from regulatory compliance to complete brand overhauls so thorough that suppliers assume I'm in-house.
I make branding feel less overwhelming and more empowering.
I help you see what others miss. Then I make it irresistible.
I don't just design or strategise. I deliver both surgical precision in design and psychological warfare in strategy.
But if your skincare brand is ready for its next evolution, well, the next step is obvious.