Calling all Beauty Lovers

The most interesting thing about a lipstick is rarely the lipstick itself — it's what happens when you look at it differently. Boozt needed evergreen imagery the beauty category could live on — photographs built to outlast trend cycles rather than chase them. The art direction started with a single question: what does makeup actually look like when you stop treating it as a backdrop and start treating it as a subject?

The answer came through texture. A bullet of deep red, crumbling at its tip. Foundation caught mid-pour, still warm with movement. A brush loaded with powder, suspended just before impact. Each product was stripped of its packaging, its context, its usual supporting cast — and shot as an object in its own right. Sensory. Architectural. Unapologetically close.

The red thread running through the images wasn't just a colour choice — it was a temperature. It made the shoot feel decisive rather than decorative, and gave each frame a confidence that matched the products themselves.

The result is a library of images the beauty category can keep returning to — built to stay relevant long after any single season's trend has moved on.

Client Boozt 
Art director Caroline Löfgren
Photographer Karina Szuter
Year 2024

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