LULA Is Challenging Clean Beauty Brands

Skincare brand LULA focuses on challenging clean beauty brands. The brand's packaging concentrates on its focus through natural details such as clay structures, organic-inspired typography, and soft and effortless colors. Designed by LMNOP, the entire packaging system is precisely what you'd want in a brand formulated with botanicals.

Conscientious—not clinical—skincare formulated with powerful botanicals with a purpose.

The founders of Lula set out to create brand that connected with a woman who was down-to-earth but prioritized herself. In the development of this luxury clean beauty brand, LMNOP crafted a narrative and visual identity that is carried through to every expression, both physical and digital.

LULA challenges clean beauty brands today, fundamentally believing that everyday moments are dedicated to feeling like the best version of yourself. The visual system leverages sustainable packaging to match the integrity of the conscientiously sourced ingredients. Details like clay structures, body-positive TOV, and natural photography allow LULA to stand up, to stand out while still creating a high-touch, cohesive experience.