In 2023, goPure Beauty rebuilt itself from the packaging up. This is the body of work that helped carry that change, documented the way a founder actually tells her own story, and carried into the paid social and UGC that fueled a real run of TikTok Shop-viral moments and a strong debut at Target.
When goPure switched to new packaging, the easiest path was a polished announcement graphic. Instead, co-founder Erin Keyan introduced the change herself, on camera, in the same casual register as everything else on her phone. That founder voice became the spine connecting packaging sourcing, the factory floor, the relaunch photoshoot, and the paid social that followed.
A rebrand is stepping into the unknown. It took the whole goPure team pulling in the same direction to get here.
New packaging, a new visual identity, and a founder-led story to introduce it all direct-to-consumer.
A six-month sprint to build shelf-ready packaging helped land goPure among Target's top 10 premium skincare brands at launch, fueled by ~100M views on TikTok Shop-viral affiliate content.
goPure's Target footprint expands to 1,800+ stores nationwide, with new product categories on the way.
Milestones sourced from public reporting (Beauty Independent, WWD) alongside the brand's own account of when the rebrand began. This case study is the creative record of that stretch: proof of what a senior hire can add mid-rebrand, whether that means executing a brief exactly as given or stepping up to fill the gaps nobody assigned yet.
50,000+ customer reviews, dermatologist approval, and clinically effective actives, cycling through the new packaging on the desktop banner.
Sourcing, the factory floor, and the relaunch shoot, shot the way a founder actually documents her own brand.
Once the founder set the tone, real creators carried it into the feed.
A curiosity-driven UGC hook built around a real regulatory detail, holding the new Trio Serum packaging.
Creator @lifebyleannamichelle walking through the new packaging in her own routine.
Creator @authenticallylori introducing the neck cream for TikTok Shop.