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Mary Louise Cosmetics

From grandma’s kitchen to your top shelf.
Services we Provided

AI

Branding

Creative

Growth

Paid Media

Print & Packaging

Retention Marketing

SMM

Website Design & Dev

‍

Industry

Fashion & Beauty

Consumer Brands

Close-up of Mary Louise logo placed over a textured brown background with a white cream smear, highlighting luxury skincare branding.

Background

The Challenge

Mary Louise Cosmetics began with something most brands spend years trying to manufacture: an authentic story rooted in family tradition and heritage ingredients. Founder Akilah Releford drew on her grandmothers’ rituals and the natural abundance of her family ranch. The formulas were strong. The credibility was real. But the brand’s truth had never been fully articulated—or expressed across its identity, packaging, and digital experience. As distribution and awareness grew, the brand faced structural challenges:

  • Inconsistent identity: Legacy packaging diluted perception and reduced brand cohesion.
  • Digital friction: The Shopify storefront lacked the architecture and conversion systems expected of a modern beauty brand.
  • Operational inefficiency: Content production was costly and slow, with no scalable system in place.
  • Over-reliance on paid media: Retention and lifecycle infrastructure was underdeveloped, leaving growth dependent on acquisition.

The task was to re-engineer the brand and its marketing systems to position Mary Louise as a modern, premium authority, without losing the authenticity of its roots.

Minimalist embossed floral monogram design on soft beige paper, representing Mary Louise Cosmetics’ elegant brand identity.
About Image
About Image
Our Approach

01. Our Insight

The heart of Mary Louise was never missing. It simply hadn’t been told with clarity or discipline. Our task was to excavate the brand’s truth—heritage and family wisdom elevated with clean beauty science—and then build the systems to express it consistently. Premium beauty scales not on story alone, but on story systemized into proof. Every touchpoint had to work harder: identity, packaging, website, copy, imagery, lifecycle.

Model holding a Mary Louise Lilac & Shea Body Butter jar against her bare skin with tagline “Farm-to-Face Innovation” and “Where Clean Beauty Blooms.”
Flat lay of Mary Louise product photography, including a body butter jar, lifestyle imagery, and branded collateral on a textured surface.
Yellow Mary Louise Miracle Serum bottle with dropper displayed on a bed of small white flowers, emphasizing natural skincare ingredients.

02. Brand Transformation

We defined and articulated Mary Louise’s brand truth: heritage-inspired, science-backed, editorial-premium. From this foundation, every decision followed.

The new identity balanced the past and future. A refined wordmark and floral monogram embody tradition and progress. The packaging system brought hierarchy, clarity, and confidence, with a thoughtful transition plan—“New Look, Same Formula”—to protect trust as old inventory sold through.

The Shopify storefront was rebuilt as a premium, conversion-first experience. Navigation was simplified. PDPs were rebuilt around proof: benefits, reviews, ingredient science, sensorial imagery. Bundles and subscriptions reflected how customers build routines, increasing AOV without adding friction.

Lifecycle marketing was created from scratch. Welcome flows introduced the heritage story with credibility and warmth. Post-purchase journeys reinforced education and proof. Winback and replenishment flows made retention a revenue engine rather than an afterthought.

Content was systemized. Instead of piecemeal shoots, we built a brand-governed AI library for product, sensorial, and lifestyle imagery. This operationalized creativity, reducing costs, speeding cycles, and ensuring aesthetic cohesion.

We rewrote the narrative: from anecdotal to authoritative, from product-first to proof-driven. Blogs and campaigns tied heritage warmth to scientific clarity, building discoverability and trust simultaneously.

Three lifestyle visuals showing Mary Louise skincare products in use, including serum application, body butter ritual, and cream benefits overlay.
About Image
Mary Louise Lilac & Shea Body Butter jar open with cream inside, placed on a beige block with lavender sprigs, styled for premium product photography.
Mary Louise brand visual with cream-textured background and statement about merging heritage traditions with modern clean beauty science.

03. The Impact

Within 90 days, revenue increased 93%. Attributed revenue grew 144%. Retention now drives repeat sales, with a 220% lift in placed order rate and a 475% increase in engagement. Premium perception strengthened across every channel, while AI-enabled content production reduced costs and scaled output.

Mary Louise Lilac & Shea Body Butter jar photographed on a flat surface with cream swatches underneath, highlighting hydration and texture.
Close-up view of multiple yellow skincare serum bottles with white droppers arranged in a tight cluster, highlighting packaging design.
About Image
A tablet screen showing a skincare brand’s website with heritage-inspired messaging and featured products, including serum, cleanser, and mud mask.
About Image
About Image
Quincy and his entire team are so amazing and have brought a wealth of knowledge and expertise to our brands. I highly recommend!
- Akilah Releford Gould Founder, CEO, Mary Louise Cosmetics

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Featured Case Studies

Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.
Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.
Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.
Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.