Why do half the skincare

Why do half the skincare and fashion brands launching this year look like they share the same designer?

Serif logotype, tight tracking, one accent color. ✅ It reads as elevated the first time. By the twentieth brand, it reads as a template, not a decision.

Safe typography isn't neutral, it's a choice too, sometimes one that avoids taking a position 🤭.

So I designed a set of mockups with custom letterforms built to argue the opposite: type with weight, texture, and enough attitude to hold its ground on a shelf full of quiet logos. 💅

What's the last fashion or skincare brand whose type actually made you stop scrolling?