Launched in 2017, Jowaé is the first kawaii cosmetics brand created in Europe. Their brand philosophy involves a four-pillared approach: Franco-Korean phytoactive research, the effectiveness of plant-based ingredients in the face of internal and external aggressions of urban living, the ethics of clean beauty, and a brand vision inspired by K-Pop culture. In 2019, Jowaé diversified its product line by launching a range of shower care products. I worked on the launch film, showing the balance of healthy skin through dance. In the film, the model evolves from an arid to a lush environment, highlighting the hydrating properties of the product.
