MUSU
Services
Innovation & Concept, Packaging Design
Client
Pelham Group
Year
2024
Concentrated, By Design
THE INSIGHT
The UK's first wave of waterless haircare had the sustainability story sorted, but not the desirability. For a cult beauty audience already fluent in Korean beauty, the packaging needed to look as considered as the formula, not eco-worthy, but genuinely covetable.
THE IDEA
MUSU's design treats the product as what it is: a concentrate, distilled down to something precise and quiet, then diluted into a soft, everyday ritual. Pastels sit in contrast against delicate, minimal form, drawing directly from high-end Korean design rather than the language of conventional haircare.
THE IMPACT
Our work on waterless shampoo for Pelham, was recognised at the UK's Natural Health and Beauty Awards 2023 and the Marie Claire Beauty and Haircare Awards, for both innovation and design.
