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Accessibility Meets Glam With BASMA Beauty

by Chloe Gordon on 04/22/2022 | 2 Minute Read

BASMA is a beauty brand tapping into self-confident and bold consumers. Designed by Concrete, the magnetic magenta hue aligns with the proactive brand association and creates a colorful trademark for the beauty brand. Built to be an inclusive brand, BASMA taps into glamour and glitz while staying true to the founder's existing goal to be accessible and approachable to all types of consumers.


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Founder and namesake of BASMA Beauty, Basma Hameed found make-up to be a tool for personal empowerment and self-determination after a childhood accident left her with severe facial burns. However, Basma was never satisfied with the “scar-friendly” makeup category which left her with limited shade (and often cakey) options.

When Basma decided to turn her lifelong affinity into a brand, she approached Concrete to create a brand that treated make-up not like a mask but as an open-ended approach and invitation to glamour. Concrete developed a brand and visual identity for BASMA that encapsulated the founder herself: self-confident, bold, lively. Rather than focus on a specific demographic, BASMA speaks to a lifestyle reflective of the founders’ roots in the cities of Toronto and LA: on-the-go, social, in-charge — creating a Toronto-meets-LA brand in its inclusivity and design sensibility.

With BASMA Concrete developed a brand that materialized the world of its founder. The wordmark, type system and colour palette align with BASMA’s active and cultivated lifestyle. The deep-pink metal applicator with embossed logo of BASMA’s first product, the foundation stick, is an instantly recognizable package that’s now a favourite on TikTok.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

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