Build a haircare brand entirely from scratch, including:

• Defining a unique brand identity anchored in emotional storytelling

• Establishing a product positioning that speaks to hydration + curl care

• Designing packaging direction that feels playful yet premium

• Building a Shopify experience optimized for conversion and education

• Developing a full lifecycle email/SMS ecosystem

• Creating campaigns and content without a large production team

• Launching on a tight founder-led budget

• Differentiating in a competitive baby & haircare market

Brand Strategy & Creative Direction

• Developed brand story, mission, tone of voice, and messaging pillars

• Built visual identity: color system, typography, iconography, and graphics

• Directed packaging concepts to reflect hydration + softness

• Crafted emotional narratives centered around parenthood and curl care

Product Development Support

• Established product positioning, benefits language, and usage instructions

• Directed sensory storytelling for key ingredients + routines

Website Design (Shopify)

• Designed a clean, conversion-ready storefront

• Built product pages with educational content + routines

• Directed photography style: lighting, angles, lifestyle, and product shots

Email + SMS Marketing

• Built full lifecycle flows (Welcome, Abandoned Cart, Browse, Post-Purchase, Winback)

• Designed and wrote all email campaigns for launches, drops, storytelling, and education

• Created segmentation to nurture new and returning customers

• Crafted an SMS strategy centered on quick education, tips, and product reminders

Marketing & Growth Strategy

• Developed content pillars for social media: hydration, curl care, wash routines, mom-centered storytelling

• Produced seasonal campaigns and product launches

• Created branded graphics, routines, hair-care tips, and product highlights

• Established a strong, recognizable brand presence rooted in authenticity

• Built a customer journey that blends education, emotion, and product value

• Drove early adoption and loyalty through storytelling + thoughtful lifecycle marketing

• Positioned Ooume as a trusted source for baby/toddler curl care

• Created a scalable marketing and creative foundation for future retail expansion

• Achieved strong early-stage revenue driven by launch email campaigns and optimized flows

• Increased returning customer rate through targeted post-purchase education

• Built a high-engagement subscriber base through parent-centered storytelling

• Created high-performing campaigns that exceeded beauty industry benchmarks

• Developed an e-commerce experience with strong add-to-cart and session duration metrics

• Established Ooume as a recognized brand in the textured children’s haircare space