Smooth Headcare: Redefining self-care for the hair-free
BRAND EXPRESSION | NAMING | ART DIRECTION | PACKAGING
Smooth Headcare set out to create a brand that empowered people to embrace their hair-free appearance.
Being bald is often associated with shame, self-consciousness, and a lack of care.
Smooth aimed to challenge that perception by creating a new category in beauty — luxe headcare — and giving hair-free individuals a brand they could feel proud of.
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The idea starts with a simple shift. A bald head should be cared for with the same attention given to hair. Smooth positions self-care as confidence, ownership, and joy.The identity balances softness and strength. Rounded, sculptural forms sit with bold, structured graphics. Photography focuses on the beauty of the head itself, capturing texture, light, and intimacy. The palette and typography are refined but approachable, indulgent but grounded. Everything is designed to feel timeless and human.
The system extends into packaging, campaigns, and digital. Clear hierarchy and generous spacing give the work an editorial calm. The result is a brand that invites people with hair-free heads to stand tall and feel looked after in a space made for them.
Client Unilever | Agency Anomaly | Creative Direction Camille Yin, Alex Grinton | Art Direction Camille Yin | Design Jo Miller | Copy Anya Driscoll
