Botanic Tree
The clean skincare category was being rapidly redefined by science-forward, microbiome-aware players. Botanic Tree entered with real foundations: a proprietary postbiotic ingredient story (ProRenew Complex CLR), 17,000+ reviews at 91% rated 4-star or above, and a 41% repeat customer share. The brief was to rebuild every layer of the brand to claim its position in the category.
Real fundamentals, finally given surface area.
Reviews, 91% rated 4-star or above
Repeat customer share, surfaced as community proof
Amazon Brand Store, built from a single auto-generated page
Full DTC ecommerce built from scratch, the brand's first
Existing PDPs upgraded to A+ Premium, plus 5 conceptual NPD PDPs
Conceptual packaging system, with a recommended direction landed
Brand photoshoots directed & produced as sole creative lead
Instagram relaunch and CRM welcome flow + 8 monthly campaigns
A great product with almost no surface area.
Botanic Tree had real fundamentals, a loyal base, proprietary postbiotic IP, and a meaningful review base. But outside the product itself, the brand barely existed.
Amazon was a single, untidy auto-generated Brand Store, no narrative, no voice. Social didn't exist. DTC didn't exist (the Shopify domain was a single landing page). CRM didn't exist. The work was to build all of it.
Skin in flux.
Clean skincare had polarised, teen-coded acne at one end, age-suppressive anti-aging at the other. Adult women navigating hormonal shifts, postpartum, perimenopause and stress-related change were caught between two registers that served neither. That was the whitespace.
Reformulate
Every core SKU brought to Sephora Clean blacklist compliance and EU-compliant ingredient lists.
Anchor the IP
Built on ProRenew Complex CLR, ECOCERT-certified, COSMOS-approved, to establish defensible, category-leader IP.
Reframe the audience
Stage-of-life skincare for skin in flux, supportive and solutions-first, never shaming.
From one auto page to a full ecosystem.
A 5-page Amazon Brand Store, a full Shopify DTC build, Skin Shift filtering UX, A+ Premium PDPs, CRM, and an Instagram relaunch, all built around the life-stage thesis.
Rooted in nature. Backed by science.
Botanic Tree was repositioned as a botanical solutions brand for skin in flux, empathy and authority replacing age- or trend-based messaging. New master tagline, voice rebuilt around warmth and hope, a botanical leaf motif, and a palette of deep forest green and cream with botanical earth tones. Documented as a single source of truth in a Figma brand book, with a photography system representing multiple skin tones.
Three routes, one recommendation.
Packaging ran as a parallel conceptual workstream, three creative routes (bold & saturated, muted premium, earthy organic) rendered across the range for like-for-like evaluation. The recommended direction landed in the brand guideline: cream-base tubes with a soft peach gradient, set in editorial serif. Three brand photoshoots delivered across the rollout, directed and produced as sole creative lead.
Closing the loop, acquisition to retention.
A new social and CRM system launched alongside the channel rebuilds. Instagram was relaunched with a fresh content system and a weekly post and reel cadence, taking a dormant channel into active management. CRM ran an automated welcome flow plus eight monthly campaigns integrated with Shopify and Amazon, closing the loop between acquisition, conversion, and retention.
"I've had the pleasure of working with Jade across five different brands. She is an exceptional creative team leader… brand creation, shoot direction, strategy, and tone of voice, what stands out most is how seamlessly she brings all these elements together into one cohesive vision."
TESTIMONIALS