Do you want it strong, chilled, or on the lighter side? We’re talking about skincare, of course. Whatever your needs, the mixologists behind BEIE’s new branding are ready to serve.
Formerly known as gpmakeup, BEIE (pronounced “bee”) has traded in its old label for something that truly reflects its sting : resilience, community, and strength. Partnering with us, founder Gretzie Parth kicked off a rebrand that’s making the skincare world buzz.
A self-made influencer from Alberta, Gretzie built a loyal customer base with gpmakeup. Now, she’s upping the ante with a new product line: cocktail-inspired skincare that’s simple, aesthetic, all-natural, and crafted for every skin type. It’s the kind of ritual that feels like happy hour, twice a day.
But she didn’t just want to slap a new label on old bottles. She wanted a total shift, without losing her original clientele or overwhelming them with change. The goal? A seamless transition from makeup to skincare, guided by a strong launch strategy, fresh branding, clever packaging, and standout web design.
Launching a future-proof brand
Enter Jade, our project manager and metaphorical bouncer for this exclusive launch.
“Relaunching a brand can feel like walking a tightrope. You’re balancing the need to evolve with the need to hold on to what already works. Our goal was to keep the process exciting for Gretzie, so we handled the logistics, timing, and flow, allowing her to focus on the creative spark. From teasers to a curiosity-inducing landing page, everything was designed to build anticipation and keep the hype buzzing.”
Following curated social media teasers, we swapped out the gpmakeup website for a sleek landing page where visitors could drop their email for the big reveal, building a strong list of future potential clients. We even set up a delayed buying process that let users browse the new line and get notified when their favorites were ready to shop. The result? Skincare lovers lining up to get a taste of BEIE’s products, thanks to a launch that made an impact and saw the shelves cleared out in just a few hours.
Creating a stunning visual experience
While Jade was behind the velvet rope, keeping the guest list tight and the energy high, Alexis, our Art Director, was shaking things up behind the bar with BEIE’s branding, packaging, and web design.
“We wanted the brand to feel like that signature drink you always order, but elevated. It’s sleek and minimal, but there’s always a twist. The design is friendly and modern, but sophisticated. Each product name is playful, the color palette is intentionally neutral, and the tone is warm, like a glass of something chilled shared with a friend.”
The new website also reflects that energy. It’s clean, confident, and charismatic. Navigating it feels like flipping through a pre-party photo album. Meeting the host in the About section. Peeking at her vanity in Lashes & Tools. Falling in love with her Skincare shelf. No clutter, no overwhelm. Just bold branding and beautiful design.
The cherry on the cocktail
But here’s what we’re really toasting to: a collaboration that didn’t feel like work. This wasn’t just another digital marketing gig, it was a full-on creative partnership. Gretzie had the vision, and we helped shape it into something tangible. Daily updates, ongoing feedback, constant collaboration : Casa Media didn’t just manage a project, we became the (unofficial) marketing department of BEIE.
The outcome? A brand that’s not only beautiful, but bold. Smart packaging. Confident branding. Clever web design. A launch strategy that brought the party, and kept it going. And above all, a client relationship built on trust, collaboration, and a shared love for doing things differently.
BEIE isn’t just a skincare brand. It’s the new hottest spot in town : open for all, but built to stand out.
← Back to blog