Truism
Info
Truism is a skincare brand built around a simple belief: good skin starts with a good cleansing ritual. Created for a new generation of skincare-conscious consumers, the brand introduces 100% cocoon silk exfoliating gloves for face and body—turning an often-overlooked step of the routine into something worth paying attention to. From identity and packaging to art direction, copy, social and digital, the brand was shaped to feel fresh, confident and distinctly youthful, carving out its own personality in a crowded beauty landscape.
Year
2023
Client
DTX ASIA
Services
Brand concept & identity, Art direction, Digital & packaging
Role
Brand Designer & Art Director
Beauty branding often falls back on familiar codes of femininity. Truism needed to feel playful and desirable, while still communicating the cleanliness at the heart of the product. Cool blues and soft greens set a fresh foundation, punctuated by vivid flowers, expressive photography and an elegant serif wordmark. The same contrast carries into the brand voice, pairing straightforward skincare messaging with cheeky lines and a little flirtation. Together, these elements create a world that feels clean without becoming clinical, and feminine without relying on the obvious.
Truism shows that clean doesn’t have to mean clinical, and skincare doesn’t have to take itself too seriously. By finding the sweet spot between efficacy and expression, the concept gives an everyday cleansing ritual a brand world that feels fresh, playful and unmistakably its own.
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