Noli was born to decode beauty – helping people reduce the waste involved in finding new products. With a beauty shop that's 100% personalised to you.
Overview
A zero to one venture launch that helps L’Oréal Groupe unleash the full potential of their brand portfolio and beauty technology.
Role
As the founding designer, I conceived the product vision, core experience and brand of Noli. In July 2022, I pitched a prototype to L’Oréal’s global C-suite which secured funding to bring the vision to life – starting with skincare.
Between 2022-25, I led Brand and Product Design as the venture grew from a rough idea into a desirable and viable business – directing designers across 4 pods and helping the team scale to over 90 employees.
Between 2022-25, I led Brand and Product Design as the venture grew from a rough idea into a desirable and viable business – directing designers across 4 pods and helping the team scale to over 90 employees.
The whitespace
We set out to uncover and solve the biggest pain point in beauty. After weeks of deep research, forming an alpha user community and running a series of smoke tests with burner brands, we validated demand for a platform that tailors products and advice to each person’s skin type and goals.
The purpose
We made Noli based on the belief that the world of beauty needs bringing back to the individual. Not wanting to add to the noise and hype of the industry, we launched a new venture that uniquely combines scientific credibility with emotional warmth. Noli’s mission is to help shoppers by translating complex skincare into everyday clarity.
The brand
Noli stands for ‘No One Like I’ – a celebration of individuality that we encoded into every corner of the brand world. From the logo that represents the magic of finding a perfect match, to the custom typeface shaped from the human body and photography starring our very first customers.
The experience
Powered by the belief that no two beauty journeys should feel the same, we designed a shopping experience unlike any other. One that turns guesswork into confident decisions with an AI-powered onboarding that creates your unique ‘BeautyDNA’ profile, which then scores every product out of 10 based on how well the ingredients match your specific skin needs.
The result
Noli makes shopping less wasteful and more empowering.
In the 10 months following beta launch (2024), Noli.com converted over 30k orders, outperformed eComm industry benchmarks and gained a 5-star (4.8) TrustPilot rating.
Demonstrating Product-Market Fit (PMF) in under a year, with over 40% of surveyed users answering they would be ‘very disappointed’ if Noli didn’t exist anymore.
In the 10 months following beta launch (2024), Noli.com converted over 30k orders, outperformed eComm industry benchmarks and gained a 5-star (4.8) TrustPilot rating.
Demonstrating Product-Market Fit (PMF) in under a year, with over 40% of surveyed users answering they would be ‘very disappointed’ if Noli didn’t exist anymore.
Red Dot Design Award 2025
Branding
Web design
