We are two ex-Sephora gals that love beauty, shopping and judging brands’ in-store experiences—we know a well executed gondola when we see one.
Collectively, we have over 35 years of experience in the beauty industry, creating high-touch shopping experiences for consumers at the point-of-sale. As makeup and skincare lovers, we value a beautiful—and, most importantly, functional—gondola, linear, end cap, or counter unit. Our mission is to help brands achieve just that. We are an end-to-end studio that will be with you and your brand from the initial brief until the update goes live in store.
Abby is a seasoned creative leader with a career spanning top beauty, lifestyle, and tech brands. She began designing point-of-sale graphics for Revlon before joining Sephora, where she led store creative and visual merchandising for the Sephora inside JCPenney concept as it grew from 5 to over 500 locations. Moving to NYC in 2015 to join Estée Lauder she soon became the Executive Director of Creative for North America, reimagining the heritage brand with a focus on authentic representation across age, skin tone, and gender leading to years of growth in audience and sales.
After a decade in beauty, she transitioned to tech as Head of Creative at CLEAR, where she helped relaunch the brand’s airport experience. In 2023, Abby relocated to Los Angeles to lead creative for JLo Beauty and now serves as Head of Creative and Brand for renowned photographer Gray Malin.
With over 20 years at LVMH, Alexa began her
career at Sephora, where she founded the original Brand Update team—streamlining product updates and launches across merchants, vendors, and brands. In 2016, she joined Kendo to build and lead the Visual Merchandising Department, shaping the global in-store presence for iconic brands including Fenty Beauty, Fenty Skin, Fenty Hair, Marc Jacobs, Ole Henriksen, and Kat Von D.
A global retail expert, Alexa has driven innovation in store design, brand storytelling, and customer engagement across major beauty retailers. Passionate about sustainability and efficiency, she creates high-impact, cost-effective displays that redefine how beauty brands connect with consumers in-store.