GE Beauty
GE Beauty is a Brazilian beauty brand founded by entrepreneur and influencer Camila Coutinho. Since 2020, the brand has focused on conscious and customisable hair care.
The products are formulated on Clean Beauty principles—vegan, cruelty free—and free from sulphates, parabens and silicones. GE Beauty creates hair care made to be mixed and matched, allowing each consumer to adapt their routine to their own needs, an approach that reflects the brand’s belief in the power of individuality and choice.
The visual identity uses Italian Plate No2 Expanded and Italian Plate No2 Mono for the logo and packaging, as well as the website and social media. No2 Expanded is functional and geometric with a tall x-height and sharpened terminals, while No2 Mono contrasts it with a more mechanical rhythm. Drawing both from the same type series keeps the identity coherent.
