Beauty · 2025
Second Skin
A beauty brand that wanted skin to look like skin. We agreed a no-retouch rule before the first frame and lit for it rather than around it.
- Client
- Halden Beauty
- Year
- 2025
- What we did
- Art directionPhotography
The rule
Nothing removed in post. Agreed in writing, with the client's marketing lead in the room, before we booked a single day. It changes what you can do with a light, and that was the point.
What we did
One hard source, close and high, with a black flag opposite it to keep the fill off. Skin texture survives when the light is hard and honest; it dies under a big soft box.
The result
Nine frames, none retouched beyond dust removal, and a campaign the brand still runs unchanged two years on.
