Beautiful skin Is the best jewel.

Expanding the world of Japan’s cult-favorite DTC skincare brand.

meeth is a DTC skincare brand launched by beauty researcher Sonmi. Despite a zero gifting policy, the brand grew exponentially and reached cult status through word-of-mouth and Instagram Lives hosted by Sonmi.

In order to grow the audience further, LYDIA pinpointed two groups: the casual user and beauty media. By making the benefits of meeth products more easily accessible, the brand breaks the ceiling often encountered by DTC brands, capturing new audiences and media interest in the process.

LYDIA expanded on meeth’s stylish and minimal aesthetic through a focus on ingredients and product textures, as well as the brand’s sustainability efforts.

Strategy and positioning
Creative direction
Brand visuals
Photography and motion
Brand Guidelines
Social Media
Press and editorial
Event Casting

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