In early 2020, founder Georgia approached me with a burning question:

"How can we make natural toothpaste not daggy?"

The answer: Gem—a natural, dentist-approved oral care brand. With a pastel colour palette and beauty-inspired imagery, we designed products worthy of a spot next to your other Mecca favorites.

As Head of Design at Gem, I led the brand's exciting expansion into personal care, including deodorant and SPF skincare, along with the launch of 'Club Gem' merchandise to accompany the deodorant release.