Why are more brands opting for 'faceless beauty'?

With alternatives ranging from abstract imagery to storytelling, Nick Vaus asks: why don’t we ditch the traditional model shot?

Nick Vaus

Today’s consumers are demanding more than one type of face on which to see their beauty products. But, inspired by this, Nick Vaus, Partner & Creative Director at design agency Free the Birds, poses the question: do beauty brands really need to show faces at all, except when they are actually necessary?


Every single person’s face is unique – the product of their DNA and environment interacting in an entirely unique way. Even the most identical of identical twins have slightly different faces.

And it is faces that the beauty industry has traditionally focused on – even for products that don’t involve the skin at all, like hair and nails.

For the most part, those faces have been young, thin, symmetrical, petite-featured and overwhelmingly white. Any tiny deviation was considered enough to deem a person’s beauty ‘quirky’ or different – think Isabella Rossellini’s tooth, Cindy Crawford’s mole or Cara Delevingne’s eyebrows, for examples.

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