Schmaltz is a brand by three sisters who believe that beauty is an outward expression of self-care and self-love. With this ethos in mind they created a line of natural cosmetics to celebrate their idea and to nourish from the outside-in.
To visualise a brand which made women feel seen and appreciated just as they are. To highlight clean ingredients and products that aren’t about changing who you are, but about doing good to yourself—like getting your five a day but for your skin.
A neutral clean palette reflects the transparency of the ingredients and minimal fuss. The handwritten logo highlights the identity without overtaking it, and is expressive of writing little love notes to yourself. The use of textured and luxurious papers and packaging help build trust for this new and natural brand where quality is paramount. The integrity of Schmaltz’ mission is further supported by copy and an ad campaign which looks to celebrate all women as they are, rather than promising their products will “correct” come perceived blemish. For Schmaltz the only blemish they see is that perception of one.