LoveSeen Eyelash packaging
I led the packaging design for LoveSeen, a new beauty venture founded by Jenna Lyons, former President and Creative Director of J.Crew. The brand offers a direct-to-consumer line of false lashes designed to be inclusive across a wide range of skin tones, eye shapes, genders, ages, and hair colors.
The packaging system was developed to balance two priorities: a refined, editorial brand presence and strict sustainability requirements. I designed a 98% plastic-free system using unbleached bagasse (sugarcane pulp) lash trays, post-consumer recycled cardboard, uncoated paper, and soy-based inks. Glossy and metallic finishes were removed entirely to ensure recyclability, which required resolving how to maintain visual hierarchy and shelf impact through structure, typography, and color alone.
Key design decisions focused on reducing material complexity while preserving a premium unboxing experience, including simplifying the packaging structure for production and aligning print constraints with the brand’s visual identity.
I worked on the packaging system from concept through production, translating brand values into physical form and supporting product development decisions throughout manufacturing.
For LoveSeen
Photo Credit: LoveSeen
Initial sketches and renderings
Prototypes and mockups
CMF exploration with pulp, printing, and ribbons
3D prints and prototype samples
