Led the design and art direction of Sally Hansen’s Amazon Storefront, bringing four years of brand knowledge to modernise and elevate a heritage nail brand for today’s consumer. I designed the storefront end-to-end, translating innovation, category leadership, and emerging beauty trends into a clean, contemporary visual system optimised for Amazon.

Working alongside UX/UI, I shaped the storefront architecture and consumer flow before designing hero banners, category and product pages, and modular content- simplifying discovery, education, and purchase while staying true to Sally Hansen’s visual DNA and franchises. The creative approach spotlighted innovation-led products, health-driven nail care, and the skinification of beauty, positioning the brand as forward-thinking and relevant.

Alongside the storefront, I led the design and templating of Sally Hansen’s CRM, creating scalable email frameworks and regularly designing e-shots to support launches, campaigns, and always-on brand moments - ensuring consistency across commerce and owned channels.