"Dear Lilith" faces the challenge of distinguishing itself in the crowded makeup market, where conventional aesthetics often overshadow more unique themes. The brand needs to carve out a niche for its spooky, mystical vibe, ensuring it resonates with an audience seeking makeup with an otherworldly allure. The primary goal was to transform this challenge into an opportunity by creating a mystical brand identity that captivates those drawn to the enchanting, ethereal world.