Lifiniti

Lifiniti is a Chinese brand specialising in high-end natural skincare products. It offers a collection of rare essential oils, hydrosols, and care oils, primarily sourced in France.
Each product results from exclusive partnerships with local producers — such as a Damask rose hydrosol from a field in Grasse or a wild lavender essential oil harvested by hand — and is often released in limited quantities.

As the Art Director since 2017, I oversee the brand’s visual direction — from establishing its visual identity to designing new product packaging.

Lifiniti’s target audience is the active woman aged 25 to 45: a professional with a busy schedule, limited free time, and who mostly shops online, often during her commute.

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.