Lifiniti

Lifiniti is a Chinese high-end brand dedicated to the art of natural skincare. It offers a collection of rare essential oils, hydrosols, and treatment oils, sourced primarily from France. Each product is created in partnership with local producers — from a Damask rose hydrosol harvested in a field in Grasse to a wild lavender essential oil hand-picked in limited quantities.

Art Director since 2017, I oversee the brand’s visual direction — from the creation of its original visual identity to the development of its new product packaging.
I handle brand design and packaging design, including the selection of bottles and cartons, printing processes, and embellishment options, all within the constraints of very small production runs.
In 2017, I also designed the UX/UI prototype for the brand’s online store on the Tmall platform

The Chinese skincare and beauty market is highly dynamic, driven by well-educated consumers with rising incomes, who place great value on appearance and show a keen interest in skincare, anti-aging, and premium or natural formulas. Despite their fast-paced lives, they prioritize self-care, skincare, and overall well-being — treating skincare as a genuine moment for themselves.

A strong trend is emerging in the Chinese market: a shift from status-driven luxury to a more intimate and authentic form of luxury.
Consumers are now less focused on logo prestige and more drawn to a brand’s uniqueness.
They seek hidden gems, genuine stories, and products with soul — far from conventional marketing narratives.