Grove Beauty

I led the creation of the Grove Beauty brand alongside Grove’s Director of Design. I established the brand voice, and together we built brand guidelines and worked with the digital product team to launch a new web experience.

The launch of Grove Beauty resulted in an increase of beauty product attach rate from mid-20% to 40%+ within 45 days post-launch, orders that come with the higher AOV of beauty shoppers.

Brand strategy | Creative direction | Brand messaging | Copy direction | Copywriting