

The Luxury of Less: Building Antinorm to challenge the beauty industry
The Luxury of Less: Building Antinorm to challenge the beauty industry
We branded Antinorm as the definitive counterpoint to beauty industry excess with the foundational belief that beauty lies in essence, not excess. Our brand strategy established the vision to uncomplicate beauty for good, deliberately challenging industry norms and championing high-performance multifunctional products. Antinorm delivers fast, effective and unapologetically efficient solutions that respect the ultimate luxury: time.
The core of our brand development was crafting Antinorm’s fearless personality which cuts through marketing fluff with radical honesty and sass. We created a tone of voice that speaks directly to consumers with refreshing transparency while maintaining wit and engagement. Our design philosophy is all about larger-than-life typography, vibrant photography and punchy colour contrasts that demand attention.
Our brand strategy established the Antinorm Way as a philosophy that challenges every beauty convention: fewer products that actually work, instant results for people who don’t have time to wait and luxury minimalism that doesn’t sacrifice sensory pleasure. The result is a beauty brand that leads a rebellion from launch, turning simplicity into sophistication and efficiency into elegance while building an Antinorm Army, a community of smart, no-nonsense women who have had enough of products that overpromise and underdeliver.






























