The Beauty is a cosmetics distributor that conceives beauty in a realistic way, beyond aesthetic superficiality, and rather as a way of self-expression. For them, beauty is something that has come to its time. In that sense, their products do not represent a requisition for beauty but an extension of an internal mood.
Those values are visually translated in a communication that do not suggest one singular way of beauty, but many. The logotype mixes letters from the Hurme Geometric Sans series (No. 3 and 4), and the communication is fun, expressive and not rigid. It is multifacted – just as beauty is, too.