Over the past four years, I’ve led the strategic and creative direction for Fade Out Skincare, repositioning the brand as pigmentation experts within an increasingly competitive category. Central to this has been developing initiatives that strengthen clinical and efficacy credentials, ensuring the brand feels both credible and consumer-relevant on a global stage.
 

I’ve steered everything from go-to-market planning and new product development campaigns through to digital strategy, advertising, and partnerships — building a consistent brand identity that resonates across regions. Alongside this, I’ve curated brand events, forged relationships, and shaped culturally relevant activations that deepen engagement and broaden reach.
 

The result is a contemporary, unified brand that not only connects with consumers worldwide but continues to expand its presence and market share in key markets.