As Digital Design Director for all Fenty Beauty brands (Kendo, LVMH), I partnered with the E-Commerce Team, Digital Promotions Design Team, and an external UX/UI agency to lead the redesign of FentyBeauty.com’s homepage. The redesign reflected the brand’s evolution into a multi-brand portfolio (Beauty, Skin, Fragrance, Hair) while improving overall usability and accessibility across devices.

I modernized the visual language with a cleaner, more editorial approach, clarified product and campaign storytelling, and elevated accessibility standards through refined typography, improved contrast ratios, and a stronger UI hierarchy system.

The redesigned homepage delivered a more cohesive first-touch experience, introduced a flexible modular system for seasonal updates, and reinforced its role as a high-impact storytelling and promotional platform.