Supermood brand

Flatlay of Supermood Egoboost skincare collection with mint-green packaging, arranged on a soft pastel background.

Supermood Egoboost serums artfully balanced on a rugged black stone surface, exuding luxury skincare.

Unassembled Supermood Egoboost One Minute Facelift Serum boxes in soft pastel colors, showing product details and design.

Project Summary

Supermood is a holistic natural beauty concept.

Founded in 2014 by Anne Kukkohovi, Supermood was positioned as a premium beauty brand that just happened to be natural, rather than a “natural beauty brand.” This positioning allowed us to compete in the broader premium beauty category, offering an alternative to established global players.

As co-founder and CEO, I led the brand’s creative vision, operations, and international expansion, crafting a story and strategy that resonated with consumers and retailers alike. All of the package design, branding, and 3D product shots showcased here were also created by me, ensuring a cohesive and impactful visual identity across every touchpoint.

Client

Supermood Beauty

Project Scope

Natural Skincare brand launch

Case Study

The Challenge

At the time of Supermood’s launch, the natural beauty category was still in its infancy, fragmented, and often perceived as less effective compared to synthetic alternatives. Our challenge was to overcome these perceptions and position Supermood as a credible, premium option in the competitive beauty market. We wanted to reach consumers who valued natural ingredients but were used to luxury brands like Chanel and Dior.

The Approach

We focused on three key areas to set Supermood apart:

1. Brand Positioning

Supermood was built to appeal to discerning customers who valued both efficacy and aesthetics. Instead of leaning heavily on the “natural” label, we crafted a premium brand identity that competed in the luxury space while delivering products made with clean, natural ingredients. This approach positioned Supermood as a unique player in the market—a premium brand that embraced natural values without compromising on performance or sophistication.

2. Holistic Product Philosophy

Supermood’s product lines were designed to work harmoniously, addressing both external beauty and internal wellness. This included three main ranges:

EgoBoost: Designed for instant skin-tightening and confidence boosts, featuring Finnish Chaga and Liftonin® Xpress.
Beauty Sleep: Focused on recovery and rejuvenation with ingredients like sea fennel stem cell extract.
Youth Glo: Offering vitality and radiance with natural fruit acids and antioxidant-rich formulas.

Beyond skincare, we introduced edible beauty products like supplements and chocolates, pioneering the integration of beauty and nutrition.

3. Strategic International Expansion

As CEO, I expanded Supermood into prestige retail channels, including Anthropologie, SpaceNK, Revolve, Macy’s, bluemercury, Dermstore, fabFitFun, and Zalando. This global reach amplified the brand’s presence and demonstrated its ability to compete with legacy beauty players.

The Results

Supermood was recognized as an innovative leader in the beauty industry. The brand earned accolades such as being named a “Trendsetter” at Cosmoprof 2017 and securing partnerships with some of the world’s most respected beauty retailers. By creating a cohesive, premium experience that resonated across markets, Supermood helped shift perceptions of what natural beauty could achieve.

Key Takeaways

Here’s few things that we took away from the project

Premium Positioning: Supermood proved that natural beauty could compete in the luxury space, attracting a sophisticated audience who valued both aesthetics and efficacy.
Holistic Innovation: The brand’s integration of skincare, wellness, and nutrition positioned it as a trendsetter in the beauty market.
International distribution: Strategic expansion into top-tier retail channels showcased the scalability of the Supermood concept and its appeal across diverse markets.

Supermood remains one of my proudest projects, combining creative vision, operational strategy, and a forward-thinking approach to redefine what beauty can be. The brand was eventually acquired and now operates out of the United States, continuing to grow and bring its innovative philosophy to a global audience.