Sourse is a supplement company Co-Founded by actress Sarah Hyland. Sourse’s mission is to make wellness accessible and enjoyable by creating quality, plant-based supplements in the form of chocolate candies at a reasonable price point. Some of Sourse’s best-selling products are their beauty chocolates, Skin Glow Bites, and Hair Grow Bites. We wanted to partner with an established beauty retailer to expand our awareness and customer base while bringing social verification to the Sourse brand. 

The ingredients in the beauty chocolate SKUs, especially the skincare chocolates, are associated with topical products like lotions and face washes. We needed to educate a customer base that is already familiar with these ingredients on the increased benefits of ingesting them, rather than applying the ingredients topically.

We needed an established industry partner with this specific customer base to increase our market share, driving our product-led growth strategy.

The partner choice became obvious: Sephora. Sourse partnered with Sephora to help pioneer the Sephora wellness category and bolster the social equity and expansion of the Sourse brand. After months of working with Sephora’s team, my Sourse creative team renamed the beauty products to be highly understandable, overhauled all packaging design to be optimized for the Sephora retail space, created numerous assets for Sephora.com and education materials for Sephora Beauty Associates, and launched a 360 marketing campaign to bolster our retail launch.

All of this hard work and rapid iteration netted Sourse a permanent placement at Sephora’s coveted Beauty on the Fly at checkout and a seasonal placement on a transition corner style end-cap at Beauty on the Fly for the national retail launch. 

When conceiving the end-cap design Sourse decided to highlight the brand’s celebrity co-founder, Sarah Hyland. We partnered with renowned fashion photographer Nico Kern to create imagery that would position Sourse as a beauty brand, rather than a typical supplement or wellness company. 

The project was exciting as it expanded the rigid brand guidelines and applied them in a completely new environment. This is the beauty behind branding, sometimes the original visual system does not easily fit into a new set of circumstances—creating opportunities for innovation and creativity to communicate a brand’s external positioning with continuity.