Grace Lash House emerges from the story of a Latina founder, rooted in resilience and a commitment to inner beauty. The brand specializes in high-quality, cruelty-free eyelashes and eye products, aimed at enhancing individual natural beauty. Grace Lash House is a brand where mental health is as vital as physical allure, fostering a community for women to connect, celebrate self-love, and receive unparalleled customer service. The founder, Graciela Macedo, a first-generation graduate with immigrant roots from Mexico, began her journey as a beauty manager at Sephora in Austin, TX. Recognizing a lack of representation for Latin and minority clients, she was inspired to bridge the gap, creating Grace Lash House Beauty, dedicated to celebrating diverse beauty and empowering communities through quality products.
The rebranded Grace Lash House seeks to establish a unified brand identity for increased global recognition. The challenge was to reposition the brand within the wellness and beauty industries, promoting mental health, empowering the Latino community, and launching a sister skincare line. Additionally, the brand aspires to open physical stores and a wellness center. The goal was to create an identity that reflects the brand’s commitment to natural beauty and mental well-being while appealing to a broad and diverse audience.
The new brand strategy introduces floral and soft designs to encapsulate the essence of Grace Lash House's commitment to natural, accessible beauty. This aesthetic refresh supports the brand's mission to create a welcoming space for self-expression and to celebrate the intrinsic beauty that each individual possesses. By integrating these elements, the new identity not only enhances the visual appeal but also reinforces the brand’s core values of inclusivity, mental health awareness, and community empowerment. This comprehensive branding solution ensures a cohesive and impactful presence across all platforms and touchpoints.
