About

Style + Substance® Is Our Mantra


Style

attracts consumers, builds intrigue and sets a brand apart. Style evolves over time.

Substance

is understanding what your brand stands for. Substance sets your course for the road ahead.

We build brands that are

Memorable, Sustainable, Lovable, and Knowledgable.

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Memorable

Brands need to attract customers, but they must also leave a lasting impression. MSLK combines smart strategies, sharp storytelling, and show-stopping designs to develop memorable omni-channel experiences. Our bespoke brand work is cohesive, consistent and responsive to all media.

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Sustainable

Often considered a buzzword, sustainability goes beyond recycled materials to identifying core company values. MSLK creates sustainable brands in every sense of the word: economic, ethical, and social. From positioning to packaging, our mission inspires transparency, accountability and, ultimately, customer loyalty.

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Lovable

They say love makes the world go ‘round, and MSLK couldn’t agree more. When it comes to a crowded market place, brand love can be a major differentiator. Luckily, we have the expertise needed to turn ordinary customers into obsessed fans. We can help you win their hearts — and their hard-earned dollars. Now that is something to love!

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Knowledgeable

Building a brand requires passion, expertise and industry knowledge. That’s why MSLK is always researching and analyzing the trends. There’s no crystal ball — strong consumer insights keep us ahead of the curve. We turn the subjective creative process into an objective one, delivering award-winning work for clients worldwide.

Our Team

Sheri L Koetting, Founder, Brand Strategist, Creative Director

Sheri L Koetting

Founder, Brand Strategist, Creative Director

Sheri is constantly seeking ways to improve consumer experience through better design. A self-described “brand archaeologist,” Sheri seeks to uncover the fundamentals of your brand, refining key stories so they rise to the surface and become clear for consumers. A frequent speaker, Sheri has also dedicated her career to elevating industry best practices. In 2002 Sheri co-founded the non-profit organization, Spark Design Professionals. In 2012 she began Evolve Symposium with industry consultant Emily Cohen, and in 2015 joined the Luxe Pack Conference Advisory Board. View Sheri’s speaking website here. >>

 
 
Nikola Cline, Brand Strategy and Marketing Advisor

Nikola Cline

Brand Strategy and Marketing Advisor

With 20-plus years leading brand strategy, marketing and product innovation for top global brands like Paul Mitchell, P&G/Sebastian, Macy’s and others, Nikola is focused on bringing actionable ideas to life for consumer brands. A multi award-winning marketer, Nikola has developed over 200 products, created the world’s largest hotel amenity partnership and driven countless brand partnerships to drive meaningful ROI and influence.

David Van Veen, Head of Digital, Managing Director

David Van Veen

Head of Digital, Managing Director

David delivers clear, actionable and comprehensive digital marketing and SEO plans that have had measurable results for clients. His proprietary on-page + off-page principles guide this work, ensuring that efforts are spent where it counts. With extensive work in the skincare and skin condition industry, David leverages industry leading information and user education to create robust e-commerce strategies. 

Peggy Shelly, Market Research Advisor

Peggy Shelly

Market Research Advisor

Peggy has been conducting qualitative and quantitative research for iconic clients in the health and beauty sectors, across the globe, for over three decades. A background in advertising, along with degrees in psychology and sociology, led Peggy to become a student of human behavior and has fueled her passion for improving the way brands connect with their consumers. She relies on the use of varied market research tools, usually customized to clients’ specific needs, to dig deep for consumer insight-based opportunities.

Aimee Sealfon Kassana, Creative Director

Aimee Sealfon Kassana

Creative Director

Stephanie Simons, Editorial Lead

Stephanie Simons

Editorial Lead

Julia Panfilova, Head of Growth and Curation

Julia Panfilova

Head of Growth and Curation

Olga Bidnik, Designer

Olga Bidnik

Designer

Claudia Torres, Director of Project Management

Claudia Torres

Director of Project Management

André Alba, New Business

André Alba

New Business

Ryan Mcneil, Performance Marketing

Ryan Mcneil

Performance Marketing

Dara Gubenko, SEO

Dara Gubenko

SEO

Vlada Kolosova, SEO

Vlada Kolosova

SEO

Liza Papunova, SEO

Liza Papunova

SEO

Dina Grigoreva, SEO

Dina Grigoreva

SEO

Liudmyla Kolosova, SEO

Liudmyla Kolosova

SEO

Evgenii Podrezenko, Developer

Evgenii Podrezenko

Developer

Our Partners

MSLK beauty branding agency partners
MSLK beauty branding agency partners
MSLK beauty branding agency partners

We're in the business of building beautiful relationships. (literally.)

In order to keep our focus on the quality, not quantity, of our work, we work with only ten clients a year. We partner with big brands, boutique brands – you name it. We customize each plan to fit your individual needs and in-house capabilities. When you need something that is outside of MSLK’s core services, we have valuable industry contacts and are happy to share them. If you can dream it, we can achieve it together!

 
 
a
40x
Award Winner
200+
Brands Developed
$2B+
Revenue Impact

Featured Case Studies