Just worked on an independent brand and creative strategy audit for Freshly Cosmetics, a Spanish clean beauty brand navigating a defining moment after a decade of growth, expansion, and correction.

I mapped their full brand landscape, online and retail presence, visual identity, audience, and five direct competitors, to surface a core tension: what once set Freshly apart, science-backed formulas, is now table stakes across the category, while competitors are winning on brand presence and emotional storytelling.

From that insight, I developed three strategic moves: turning Freshly's physical stores into living brand spaces with an in-store mini garden, rebranding the packaging to build stronger shelf presence and emotional attachment (especially in baby and kids), and shifting scientific credibility into deeper brand equity through retail experience, rather than pursuing another international expansion. Full presentation: https://canva.link/sgwmw9cklrpfvdr