Kosas x Vogue

Strategy: Kosas partnered with Vogue to elevate its position as a clean beauty brand rooted in both skincare and style. The goal was to reach a Gen Z audience through cultural credibility, not conventional advertising. By embedding itself within Vogue's editorial voice, Kosas gained access to a world of fashion-first storytelling that aligned with its aesthetic and values.

The brand leaned into authenticity—featuring influencers in an unscripted, natural way that let the visual narrative lead. This strategic restraint built trust and made the campaign feel like a cultural moment rather than a marketing push. Activations like stylish café pop-ups translated the digital and editorial experience into real life, creating a full-circle brand touchpoint.

Creative Approach: The campaign lived in a “Glossy Dreamscape”—a soft, sensual, and editorial space that felt part beach resort, part beauty flatlay. Products were paired with tactile elements like sand and volcanic rock, reinforcing Kosas’ positioning as skincare-powered makeup with depth and texture.

Influencers were woven into the creative subtly, allowing the story to unfold without overt messaging. The imagery carried a nostalgic, print-era elegance, enhanced through short-form video, behind-the-scenes clips, and zine-inspired content. A digital hub mirrored the Vogue spread’s aesthetic, offering curated product bundles and creative storytelling that extended the moment into something both shareable and shoppable.

Photography: Sam Spence
Styling: Ben Perreira
Distribution: Vogue March print issue, Vogue.com, YouTube, TikTok, Meta