Youthie is a skincare brand concept created to address a growing issue within Gen Alpha’s beauty habits. Many young girls aged 9–14 are using products designed for adult skin, causing damage to their skin barrier and leading to premature ageing. The goal for Youthie was to design a brand that not only looks fun and aspirational but also educates and empowers this generation to build healthy skincare routines early on.

The focus was on crafting a visual identity that feels fresh, playful, and trustworthy. Every detail, from packaging with FSC-certified card and PCR plastics to the tone of voice and colour palette, was designed to communicate Youthie’s mission: skincare that’s kind to skin, kind to the planet, and made for the next generation of beauty lovers.