+ 1 million followers

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50% diversity increase

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#1 engaged beauty brand

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+ 1 million followers 〰️ 50% diversity increase 〰️ #1 engaged beauty brand 〰️

CAMPAIGN - “DRAG IT OUT”

A Pride campaign celebrating NYC’s drag scene, blending beauty and city culture to reflect Maybelline’s DNA. I led the project from concept through execution, resulting in over 500K impressions and inspiring the brand to expand diverse representation across its social channels.

SOCIAL FIRST SERIES - “MAYBE IT’S”

Born from social listening, this series tapped into millions of organic monthly impressions of Maybelline’s iconic slogan. I led the concept and execution, launching the brand’s first-ever TikTok series and driving hundreds of thousands of views.

SOCIAL ACTIVATION - APRIL FOOL’S

Playing off the cult nostalgia for Maybelline’s Baby Lips balm, I concepted and directed a spoof merch drop for April Fools. The post became the top performer in the beauty space that month, earning over 200K likes.