Under my direction as Creative Director, Luxy Hair launched the Clip-In Buns Collection—a strategic response to evolving market dynamics during the lockdown. At a time when the industry was navigating uncertainties and supply chain shortages, our collection addressed a specific, unmet need, offering a genuine human hair solution for those with shorter, fine hair. We reacted quickly to bring to market an extension solution perfect for wfh and have little interest in styling long extensions—for when you want to throw your hair up and call it a day.

The result? An overwhelming market reception, a sell-out across all colors, and a coveted feature in Allure's Best of Beauty Monthly.

This collection launch included full shade range casting, campaign and UGC content.

The first-ever collection of accessories for Luxy Hair offered styles from lazy to formal, celebrating the brand’s ethos of Hair for Days at a price point that opened up a whole new market of consumers.

LUXY HAIR—Product Development, Art Direction, Packaging Design
Creative Director: Sarah Baker 
Art Director: Elisabeth Huynh
Videographer: Istiana Bestari
Photographer: Colin Gaudet

LUXY HAIR—Product Development, Art Direction, Design