EDIT is a makeup lifestyle brand that focuses on highly creative makeup looks - that would typically be seen in editorial makeup or fashion shows and photography. Their values include being abstract and different to the conventional ‘makeup brands’ and they strive to be different in this industry by moving away from makeup ‘as an aesthetic improvement’ but rather a creative expression.

Packaging design for EDIT - moves away from the typical 'clean' cosmetic packaging trend. 

How the vision started...