Featured image for Makeup Brand HIJINX's Identity Finds Inspiration In Self-Expression

Makeup Brand HIJINX's Identity Finds Inspiration In Self-Expression

by Chloe Gordon on 05/10/2022 | 2 Minute Read

With all its nuances, makeup is a highly emotional form of self-expression. How and where you wear it speaks volumes, and it allows folks to showcase their personalities uniquely.

HIJINX is an eyeliner brand developed by Yungbld founder Laura Miller. The brand was founded and inspired by artists and creatives who use makeup as a form of expressiveness. Because imaginative rule-breakers inspired the brand, the branding and packaging systems are reflected by this carefree attitude. 

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The branding comes to life through multi-dimensional graphics, fluid typography, vivid hues, and ethereal gradients. The packaging is relatively simple, allowing the type and the brand's signature yellow hue to be striking. 

The packaging nearly reaches a space that blends Gen Z aesthetics, timeless design, and motorcycle-inspired illustrations. It's carefree, edgy, and intentional, forming a brand that's accessible to all. While makeup often gets a bad rap for being superficial or vain, HIJINX is a brand taking makeup to an artistic place, showcasing the power of self-expression and steadfast individuality.

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Editorial photograph
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