CURA Cosmetics | Judith Williams
CURA Cosmetics | Judith Williams
2016 - today
Packaging, Creative Direction, Branding
The Challenge
CURA Cosmetics Group, majority-owned by Judith Williams, operates one of the most successful beauty brands in European home shopping, with additional distribution across retail and e-commerce. With over 200 new products developed annually, the brand required strong creative leadership to maintain visual consistency and premium positioning across a rapidly expanding, multi-channel portfolio.
WHAT I DID
As Head of Graphic Design, I led and developed the internal design team while overseeing creative direction across a portfolio of 1,000+ SKUs within a €100M+ cosmetics group. I strengthened the brand’s visual framework, guided new product development from concept to retail-ready packaging, and ensured consistent execution across broadcast, retail, and digital environments. Balancing high launch volume with brand integrity, I maintained creative standards and operational clarity within a fast-paced commercial setting.
