2019
plusless is a fictional skincare brand concept created togehter with Celestine Fuhr to address the limitations of traditional gender-based product categories. Rather than segmenting skincare by “male” or “female” skin, plusless focuses exclusively on individual skin types and conditions, emphasizing ingredient effectiveness tailored to each unique case.
The brand prioritizes simplicity and transparency, using minimal, carefully selected ingredients alongside sustainable packaging to meet the needs of conscious consumers. During the conceptual development, we designed a marketing strategy and corporate identity that reflect these core values.
For the campaign visuals, we chose models representing a broad spectrum of skin types and conditions. To highlight authenticity and inclusivity, no retouching was applied to the images, reinforcing plusless’s commitment to natural beauty and real skin diversity.
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