D2C · Branding · E-commerce
Aether — A skincare brand built for ritual, not consumption
A new D2C skincare brand from name to launch, including identity, packaging, e-commerce, and a subscription engine — with a tone of voice that doesn't shout.
Year
2025
Industry
Skincare / D2C
Duration
20 weeks
Team
Creative director, designer, engineer, copywriter, photographer
Outcomes
4,200
Launch waitlist
38%
Subscription attach rate
6 figures
Day-one revenue
52%
Repeat purchase (90d)
Aether is a skincare line for people tired of the wellness arms race. We named it, shaped the identity, and built the entire commerce stack — from sampling flows to a subscription engine that nudges, never nags.
Quiet, considered, complete
Every surface — bottle, box, site, email, packing slip — was designed to feel like the same brand sat down and wrote it. The tone of voice is restrained on purpose.
Outcomes
Launch day cleared six figures in revenue with 38% of orders attached to a subscription. Ninety-day repeat purchase sat at 52% — well above the category benchmark.