ABOUT

How do we contribute towards challenging gendered perceptions by making complexion enhancing products that are accessible to all?

No bias, no preconceptions, just a blank canvas and endless possibilities. Rather than ask why? Ask why not? Frustrated by the traditional channels and gender biases in beauty, the brand sets out to celebrate individuality, true inclusivity and panache in the everyday, no matter who you are. With a wealth of experience in his decade at L’Oreal, Romi (founder) couldn’t be better placed to launch his own brand.

Our research showed us that there was a degree of disdain amongst customers, feeling that they had to ‘fit’ pre-defined personas. We had to get to the core of what it is that everyone (and we mean everyone) could relate to. And as a result, how we could create a brand that enables them to achieve that with ease and comfort. It was clear that this brand would need to be brave, driven, and full of panache whilst inclusive to all.

Instead of attempting to define what it is, we undefined it, uncategorised it, breaking away from gendered perceptions for a more inclusive future. The use of UN in the name denotes removal from that definition. The DID represents a past tense. Together they form an action already challenging others to think differently. From the creative options shared, the route chosen was a deconstructed brand identity that represents breaking down the stereotypes, focusing on celebrating the ‘ID’ of the individual.

And the icing on the cake? UN_DID was invited to be stocked in Liberty's within 6 months of launching!