Breaking Out of the
Clean Beauty Bubble
The Challenge:
Elevating RMS Beauty to Premium Status
RMS Beauty had long been a pioneer in clean beauty, but to grow, they needed to break free from the “clean beauty niche” and establish themselves as a premium makeup brand. The ultimate goal? Secure a coveted spot in Sephora’s retail stores and move from the bottom shelf to a prime merchandise location.
The challenge was twofold:
Maintain the integrity of RMS Beauty’s core values while appealing to a broader, more trend-driven audience.
No easy feat—but that’s where we came in.
Make subtle but powerful shifts in branding and communication that would capture Sephora’s attention in an ultra-competitive retail space.
Our Solution:
A Strategic Evolution
As an extension of the RMS Beauty team, we immersed ourselves in their brand DNA, taking a deep dive into the premium beauty landscape and the expectations of Sephora’s decision-makers. Through a carefully crafted strategy, we repositioned RMS Beauty to stand out—not just as a clean beauty brand, but as a must-have, high-performance makeup line.
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Subtle but impactful shifts in brand messaging to emphasize performance and luxury, without losing RMS Beauty’s clean beauty ethos.
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A refreshed visual and verbal identity designed to captivate both Sephora buyers and a younger, trend-conscious audience.
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From creative direction to production and post-production, we developed premium imagery that elevated the brand’s aesthetic to match the high standards of the luxury beauty space.
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Every word mattered. We crafted compelling messaging that balanced clean beauty credentials with a bold, aspirational voice.
The RESULTS:
Making an Impact in Retail
By breaking down silos, improving speed-to-market, and maintaining brand integrity, Triptent helped Pandora do the impossible—deliver more, with less.
By refining RMS Beauty’s positioning and creative approach, we helped them achieve what had once felt out of reach:
+Gained a coveted spot in Sephora’s retail stores
+Elevated brand perception to compete with premium makeup brands
+Captured the attention of a younger, trend-driven audience
