Melanie Mills Hollywood

This brand didn't start in a boardroom. It started on the set of Dancing with the Stars, where Emmy Award-winning makeup artist Melanie Mills needed a product that didn't exist, so she made it. Gleam Face & Body Radiance was born out of a professional gap and a refusal to settle. That origin story is the brand's greatest asset, and everything we built reflected it.

The challenge was translating a Hollywood-level credential into something that felt personal, not intimidating. Melanie's clientele ranges from on-set professionals to everyday women who want star-quality results at home. The brand had to live credibly in both worlds, backstage and bathroom counter, trade show floor and social feed.
Packaging was designed to communicate luxury without alienating. The Gleam line especially demanded something that felt luminous on the shelf, the packaging had to do what the product does: catch the light. Across diverse product lines, we built a system that was cohesive enough to read as one brand and flexible enough to stretch across face, body, brushes, setting spray, and print.

On the digital side, social media and web presence were built around organic growth — education-first content, Melanie's voice, and a community anchored by the hashtag #Gleamalicious. Magazine ads and trade show graphics extended the brand into professional spaces without losing the warmth that makes it human.
The result is a brand that earns trust the way Melanie does, through expertise, authenticity, and a genuine belief that every woman deserves to feel like a star.