FUWA FUWA is a beauty brand born from the Clean Girl makeup culture, which emphasizes natural beauty. It was created with the belief that even minimal makeup can highlight the skin’s natural clarity while allowing each individual’s character to come through effortlessly.

TONE & SHADE, MADE FOR YOU

To clearly communicate FUWA FUWA’s core message, we developed a broad shade system that embraces all skin tones, along with a customer experience driven kit. The FUWA FUWA shade system includes a total of 30 foundation shades and 18 lip shades, carefully categorized into warm, cool, and neutral tones. In addition, we built a structured tone and shade guide and translated it into a tangible product by developing a tone and shade kit that can be seamlessly integrated into the brand’s offerings.

The FUWA FUWA branding project focused on carefully building the entire brand experience, from brand identity to product and packaging design, as well as catalogs. Every touchpoint was considered, from the moment the product is used to its texture, application, and visual appeal. The goal of this project was to make the process of finding the right makeup feel rewarding, while also delivering enjoyment through color, texture, and packaging.