Ninabella
A strong product. A brand that undersold it.
Ninabella did not need tactical optimization. It needed its brand to catch up to its product. The brush itself was differentiated and genuinely well loved: a spiral, spring mounted head developed over two years, vegan bristles, and a body molded from 100% recycled plastic, gentle on wet, dry, curly, straight, fine, thick, and extension hair. Reviews kept returning to the same two things, pain free detangling and scalp comfort. The product had a defensible position. The brand expression did not carry it.
The category did not help. At one end sat childlike novelty brands leaning on bright color and playful branding. At the other, unbranded utility tools competing on price alone. Neither was claiming the space Ninabella actually lived in: the intersection of self-care, sustainability, and adult identity. The product fit that space. The brand had to be built to occupy it.
One proposition. Three kinds of care.
A category of one play, anchored on a single line that does three jobs at once. Rooted in care. Styled for life.
Care
Rooted in science, made for self-care. Healthy hair starts at the root: pain free detangling and a scalp first design that treats the daily brush as a moment, not a chore.
Sustainability
Every brush is a rescue mission. Recycled plastic, cleaned, shredded, and molded into a brush, then packed in biodegradable materials. Vegan and cruelty free, always.
Identity
Rooted in care, styled for you. Color as expression, across a curated palette of pastels and statement shades. Same comfort, same care, just a shade that is uniquely you.
A brand system that finally matched the product.
The identity was rebuilt to carry the proposition with warmth and confidence: a handwritten cursive Ninabella wordmark, a signature coral and pink wave running as a banner across the storefront, and a bold cobalt display type that gives the headlines weight.
Color does the heavy lifting. The palette is applied across the product range itself, so the brush you choose becomes a small act of self-expression. Hand drawn sparkle accents and a consistent photography system, inclusive across age, hair texture, and ethnicity, hold it all together.
Cobalt
Blue
Sky
Aqua
Lavender
Pink
Coral
Marigold
Butter
Match your mood.
Because a hair brush should feel as personal as a playlist. From soft pastels to bold statement shades, every color reflects a mood, a moment, or main character energy. Three sizes, one spiral comfort: full size, mini for travel, and a kids brush, so the system fits a whole household and a whole life.
Brand to commerce, rebuilt end to end.
From catalog to brand.
Five sub-pages rebuilt and unified under one coral and pink master header: Home, Detangling Brush, Mini Brush, Kids Brush, and About Us, each carrying the scalp first and sustainability narrative.
A direct home, built new.
A full ecommerce store on ninabella.co, mobile first, connected to CRM and a welcome flow, with new brand photography running throughout.
Listings that convert.
Every product detail page upgraded to A+ Premium with new photography and copy, so the product page finally sells as well as the product performs.
On shelf and on screen.
Redesigned across the range: cleaner kraft and minimal printed boxes with the cursive logo, built to read both in hand and in a thumbnail.
Always on.
Instagram launched with a weekly post and reel cadence, built off the new photography system to keep the brand present between purchases.
A database that grows.
A welcome flow mailer series designed and deployed to capture new customers and build the owned audience from day one.
From a faded catalog to a brand.
Not a refresh. A rebuild. As sole creative lead I took Ninabella across the whole funnel, from the Amazon store to a Shopify build to social launched from zero. The old store read like a faded catalog. The new one reads like a brand.
- Amazon Brand StoreFive pages rebuilt: Home, Detangling, Mini, Kids, About
- DTC Shopifyninabella.co built from scratch, end to end
- Social launchAlways on Instagram presence, started from zero
- CRM flowsWelcome and lifecycle flow mailer campaigns
- PDP imagesEvery listing optimized, A to Premium A+
- NPD listingsNew product detail pages for the pipeline
Before · one pageOne page. Then five.
The legacy store was a single scrolling page doing every job at once. We rebuilt it as a connected set of pages, each with its own story and call to action, so a shopper lands somewhere with intent and stays inside the brand.
Home
About
Detangling
Mini
An always on feed, built around the spiral.
There was no social presence before this. We launched it from scratch: product, lifestyle, UGC and video assets shaped into a recognizable grid around the spiral silhouette, the color range and the scalp first story.
Every brush is a rescue mission.
The sustainability story is built into the product talk, not bolted on as a values page. The brush starts as waste and ends as a daily ritual.
Recycled plastic
100% recycled plastic, repurposed with care instead of made new.
Cleaned and shredded
Collected material is cleaned and shredded down, ready to be remade.
Molded into brushes
Shaped into the spiral, scalp first head the brand is known for.
Biodegradable packaging
Packed in biodegradable materials. No greenwashing, no excess plastic.
Ready for every girl moment.
Art direction across two brand shoots: clean product still life through to real lifestyle moments, cast inclusively across age, hair texture, and ethnicity.
A category of one, and an acquisition.
Full rebuild owned end to end: positioning, identity, content, and commerce across every channel.
Amazon storefront rebuilt across five pages, Shopify built from scratch, all PDPs to A+ Premium, plus social, CRM, and packaging.
Ninabella is one of two portfolio brands acquired in 2026, repositioned to own self-care, sustainability, and identity at once.
Sole creative lead across brand, content, and commerce. Strategy, positioning, identity, and copy are documented in the Ninabella brand book. Performance KPIs were set for Amazon and DTC and are tracked post launch.