From Beauty in Beta to a DTC Brand Built to Scale
Client:
LEAKED LABS
Industry:
BEAUTY
Services:
CREATIVE
ABOUT:
Base Beauty partnered with Leaked Labs to turn a bold "beauty in beta" concept into a brand and content system built to scale.
DELIVERABLES:
Brand and campaign strategy, visual direction, content framework development, photoshoot direction, and large-scale content production for DTC, media, and social channels.Influencer and celebrity strategy and outreach, guest list curation, experiential programming, on-site talent management, content amplification, and performance tracking with EMV reporting.
KEY CHALLENGES:
Leaked Labs had two things most beauty brands spend years trying to manufacture: a genuinely interesting product model and founders people already wanted to watch. The Lipstick Lesbians brought an audience and a point of view. The challenge was translating that into something credible and clear. The "beauty in beta" model, built on open formulation and consumer participation, is a compelling idea. But compelling ideas need a system behind them. The brand also needed more than a strong launch. It needed the content infrastructure to sustain conversation, education, and engagement well beyond the initial drop.
PROCESS:
Rather than treating the launch as a single event, we built it as the first chapter of an ongoing conversation. One focused briefing session and tight pre-production planning meant we could move fast without losing precision. We aligned on the founders' vision and translated it into a clear brand and content system. The result was hundreds of high-impact assets across photo and video, each one designed with a specific job to do inside a larger ecosystem.
solution:
We delivered the strategic creative foundation and the content engine together. The asset mix was deliberate: founder-led content, product storytelling, model imagery, behind-the-scenes footage. This is how modern beauty conversations actually work. They are fluid, layered, and transparent. People want to see the process, not just the product. High-fidelity assets served media and DTC. Mid-fi content fueled social and real-time participation. A defined voice kept the brand consistent whether it was selling or storytelling. This is what allows a brand to show up across platforms without fragmenting.
outcome:
Leaked Labs sold out its first drop in 12 hours. EMV came in at over 20 times production costs. The campaign sparked viral conversation across TikTok, Instagram, and Reddit, pushing the assets well beyond owned channels and keeping the brand in the cultural feed long after the drop closed. More importantly, the launch did not peak and fade. It became the foundation for an ongoing content and conversation engine. The brand entered the market with infrastructure, not just impact. That is the difference between a successful launch and a brand that actually scales.