A Prescription for Inclusive Skincare
SERVICES
Strategy, Visual Identity, Packaging
CREDITS
Thomas & Dr. Danielle O'Neal
CLIENT
Skincare by DOSE
YEAR
2025-Current
Backed by Science, Rooted in Nature
Black owned beauty brands make up less than 7% of shelf space across a variety of retailers, according to McKinsey. Dr. O'Neal's Skincare Essentials, simply know as DOSE, wasn't just launching a moisturizer. It was trying to earn space in a market that rarely makes room for it.
DOSE needed a visual identity that read as credible and science backed as the woman behind it, without losing the naturalness that made the product real in the first place. Clinical, doctor backed brands tend to read sterile while natural, ingredient driven brands tend to read warm but less credible. DOSE needed both.
ALTERNATIVE CONCEPTS PRESENTED
Finding the
Right Formula
Before presenting any concepts, I walked the aisles at Ulta, Target, and Walmart to understand what DOSE needed to hold its own against, what reads premium versus drugstore, and where a brand like this could believably sit on a shelf that has never made much room for it. That research became the foundation for everything that followed.
Creating DOSE's visual identity moved through four phases: ideation, conception, execution, and completion. In the end, Dr. O'Neal chose the direction that leaned hardest into hydration. Doctor backed without losing warmth, and memorable enough to build packaging and photography around for years.
“Elexia is amazing to work with! She takes the time to get to know your brand and delivers top-quality work!”
— Dr. Danielle O'Neal, DOSE
Your Next Dose
of Hydration
Dr. Danielle rated the finished identity a perfect 10 out of 10. She brought me back for the next chapter: a full label redesign across DOSE's entire product line. Beyond the visual work, I've been helping shape how the line is organized and named, including naming the collection the Hydration System, so customers immediately understand these products are built to work together, then translating that thinking into the new label design.
DOSE is still building toward shelf, and I'll be sharing more as that next phase comes together. Keep an eye on my blog for updates, or reach out directly if you want to hear more about where this one's headed.
Embracing the journey of skin transformation, this concept visualizes the process of uncovering one's natural radiance.
Vibrant and approachable, this concept brings a breath of fresh air to the skincare industry.
My Favorite which took inspiration from the client's original logo. This concept marries scientific credibility with modern aesthetics.
Embracing the journey of skin transformation, this concept visualizes the process of uncovering one's natural radiance.
ALTERNATIVE COCEPTS
Advancing Progress through Visual Identity
Seeing the Liberty Project identity come to life has been so rewarding. The initiative is now accepting applicants and gaining momentum. I'm proud to have worked towards more equitable access to business growth resources through thoughtful design. Branding for clients like the City of Seattle who are breaking down barriers is why I do what I do. Here’s to the Liberty Project uplifting many minority-owned businesses and writing a new narrative of inclusion!
A concept that reflected the diversity they aimed to inspire.
A concept that took inspiration from the Liberty Bank who funded the project.
A concept inspired by the idea of forward moment and radical authenticity.
A concept that reflected the diversity they aimed to inspire.
ALTERNATIVE COCEPTS
