TRIA BEAUTY
Building Creative from Zero to $50M
Role: Director, Global Creative
CHALLENGE
Tria Beauty was a fast-growth startup with innovative FDA-cleared at-home beauty devices that needed to:
Transform perception from "medical device" to "luxury beauty tool"
Enable retail expansion (specifically Sephora partnership)
Support international expansion into APAC and Europe
Scale creative capabilities during hypergrowth phase (ultimately achieving Deloitte Fast 500™ recognition #88)
MY APPROACH
Led Transformative Rebrand
Repositioned FDA-regulated devices as aspirational beauty tools through elevated photography, packaging redesign, and sophisticated brand storytelling. Shifted perception from clinical/technical to premium/desirable.
Enabled Sephora US Launch
Created retail-ready brand assets, in-store experiences, and marketing materials that met Sephora's high standards. This partnership was pivotal in legitimizing Tria as a beauty brand.
Directed Global Market Expansion
Adapted creative strategies for international launches while maintaining brand consistency. Worked with local teams to ensure cultural relevance without diluting brand identity.
Owned 360° Brand Creative
Led packaging, digital/print campaigns, retail experiences, product launches, website, social media, and brand partnerships across all consumer touchpoints.
Built Creative Team & Operations
Hired and developed 10-person creative team. Established workflows, asset management systems, brand governance, and quality standards, creating the infrastructure needed to support a scaling company.
THE RESULTS
$50M+ revenue unlocked through Sephora partnership and international expansion
200% global growth during tenure
Deloitte Fast 500™ recognition (#88) validating hypergrowth success
10-person creative team built and scaled with strong culture
Enterprise creative operations established from zero
Successful international expansion into APAC and European markets
Trade Show Event
Sephora In-store
Sephora In-store
