Taking Mascara
To New Lengths


The Kim family came to MSLK seeking to bring to life a new line of mascaras centered around a patented 360° degree wand technology. MSLK helped the Kims establish a unisex, all-natural, brand positioning, product assortment, and brand identity from the ground up.

  • Brand Strategy
  • Brand Architecture
  • Brand Story
  • Competitive Analysis
  • Consumer Research
  • Digital + Web Design
  • Logo Design
  • Naming
  • Packaging Design
  • Product Concepts
  • Product Development
  • Sales and Distribution Plan
  • SEO Keyword Strategy
  • Website Direction


Most mascara and brow products on the market are organized by their volumizing and lengthening capabilities. Our market and customer research revealed an opportunity to reach consumers searching for mascara and brow gels that best compliment hair color.


During our brand architecture workshop, we worked with the Kim brothers to create a product assortment and, ultimately, product naming that embodied a highly inclusive “beauty for all” positioning. Finally, this was a brand that allowed consumers to find the right shade for their hair color, was gender neutral and, with our wand technology, allowed users with physical difficulties or style preferences to truly apply mascara “your way, any way.” We also established a hero trend color to aid Meloway in setting themselves apart as a brand that thinks, and acts, differently. Neo Mint, the trending color of the year, was selected as a fresh unisex hue that has a cool futuristic feel thought to be fit for the new decade ahead; in fact, it is a color chosen to harmonize science and technology with nature. 


Meloway believes in no eyelash left behind and they did just that with their patented flexible wand and lash-hugging ‘helix’ brush. With their solution for a wand solved, MSLK worked hand-in-hand with the Kims and the formulation team, creating the product brief for a formulation that would be clean and natural. Together, we evaluated more than 100 formulas before selecting the final mixture.


When it came to the design of the packaging itself, MSLK had two initiatives. One, create a package that was easy to grip and unique in shape, and two, create a package that conveyed our natural formulation. Early on, we looked at many shapes for both the mascara and brow barrels. Ultimately, it was decided to create a custom brow barrel and use low-level molding on both caps and the mascara barrel to bring the brand to life. Thus, the concept of a branded MW pattern was born.
To designate mascara from primer, top coat, and brow, we chose an eye-catching combination of white plus a fluorescent color. This refreshing color palette evokes Meloway’s clean formulations and commitment to thinking, and acting, differently.



To ensure a cohesive brand experience across all media, MSLK played a role in advising the content and brand story for the website. Today, the brand is happily living in the positioning of “Beauty for all” across the website, imagery, and social.

“The brand positioning, product assortment, and packaging MSLK prepared for us has been very well received by retailers, consumers and press.”
– Ash Kim, Founder, Meloway