Acne is one of the most common skin concerns, yet most brands still communicate through flawless faces and impossible standards. If skincare is meant to build confidence, then why do so many brands make people feel the opposite?
We explored this question with Anish while building Klearme. Together, we set out to build a brand that embraced real skin and made conversations around acne feel human, without giving up on the formulations.
The goal was to build a brand that treated acne with honesty, empathy, and confidence.
Klearme’s identity had to feel approachable and easy to navigate. A clean editorial wordmark and contrasting colours kept it confident without turning clinical.
Every extension, from icons and patterns to educational graphics, helped simplify acne care while reminding people that skincare is about understanding your skin, not hiding it.
A brand that celebrates the real you. With Klearme, we wanted to clear the stigma of perfect skin and beauty standards. We wanted our consumers to celebrate their real skin and love the skin they wear.
The narrative was simple. There is no such thing as perfect skin. Healthy skin is beautiful skin, and that is what the images had to show: real people, comfortable.
Skincare doesn’t end at the product, so neither did the experience. Clean secondary packaging and bold brand colours for contrast. Inside every box, a guide to using the product and a note from the founder.
You know what Klearme believes before you start.
The brand believes acne is normal. We wanted the website to make that belief tangible. So, instead of building another product shelf, we built a space that helps people start loving their skin.
Because clear skin is a standard someone else set. The website challenges that standard and shifts the focus from fixing your skin to caring for the skin you already have.
Our first round of trial packs.
Behind the scenes at the shoot.
Rounds of trials before finalising.
In print, finally.
