Branding Identity Transformation

The Client

Company: Mary Louise Cosmetics
Website: mymarylouise.com
Headquarters: US
Employees: 1-10

About Mary Louise Cosmetics

Mary Louise Cosmetics is a clean beauty DTC brand that transforms grandmother-sourced beauty wisdom into modern skincare formulas. The company operates 'Bloom Ranch' where they cultivate ingredients for a 'farm-to-face' approach, positioning themselves at the intersection of heritage beauty rituals and sustainable, natural cosmetics.

The Challenge

Mary Louise Cosmetics, founded by Akilah Mary Louise Releford, is a tribute to the beauty rituals handed down through generations, with a brand that mirrors the names of Akilah's grandmothers. As the brand grew, it wanted to renew and redefine itself with a refreshed identity, one that captured intergenerational beauty by blending time-honored self-care traditions with contemporary appeal.

Our Approach

Chameleon Collective studied the heart of Mary Louise Cosmetics' legacy to craft a brand persona true to its core values, merging the old with the new. The result was a visual identity that balanced the nostalgia of generational beauty rituals with a crisp, youthful vibrancy. We paired the new look with a clear brand voice, one that felt authentic and relevant while sparking curiosity.

The Impact

The renewed identity resonated with longtime customers and a newer generation alike. By combining timeless nostalgia with a modern twist, Mary Louise Cosmetics was set up for a new chapter of growth and recognition, strengthening its roots in ancestral beauty rituals while establishing a place in the contemporary beauty landscape.

Intergenerational Beauty, Reimagined for Today

The Challenge

Our Approach

The Impact

The Work

The Team

Practice Areas