Yubin Lee
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Mood board
A premium four-piece hair tool collection for Beyoncé‘s Cécred, designed for all hair types and states, featuring durable, lightweight, heat-resistant materials with a sleek, ergonomic design that includes specialized and signature elements.
The shape language is heroic and reminiscent of ancient architecture, with its stone-like textural quality to reinforce the brand’s role as a bridge between hair care’s past, present, and future.
Erik Berg Kreider
Matthew Spencer
Hanbi Ko
Aiden Lee
Yubin Lee
Photos by Andy Jackson
Beyoncé set out to create a brand that advances the future of hair care through a combination of cutting-edge science with centuries-old wisdom. Aruliden supported Beyoncé in bringing her vision to life, creating a brand honoring tradition and delivering performance, with reference to the ancient and the modern in equal measures. Taking inspiration from totems and stacked notions, we designed an iconic four-piece hair tool collection.
Additional process upon request.