From Brand Reinvention to National Retail Presence
A long-term strategic and creative partnership helping a beauty brand evolve, expand, and show up confidently across digital commerce, product packaging, retail merchandising, and investor storytelling.
Since 2017, Designs By Chimere has supported LAMIK Beauty through multiple stages of business evolution, translating new opportunities into cohesive brand experiences across physical and digital touchpoints.
2017
Brand Strategy & Reinvention
Supported the transition from brick-and-mortar retail toward e-commerce while refining the brand identity and messaging.
2021
Product Packaging & Customer Experience
Developed custom packaging, interior and exterior component artwork, and an educational unboxing experience. Contributed to naming conventions for LAMIK’s signature product, Revelation Brow Duo.
2023–2024
E-commerce & Retail Experience
Redesigned the Shopify website and created custom retail merchandising assets for Hy-Vee.
2026
Retail Expansion & Investor Storytelling
Designed retail display strips supporting the JCPenney rollout and collaborated on an award-winning investor presentation.
THE BUSINESS CHALLENGE
A Brand Ready for Its Next Chapter
In 2017, LAMIK Beauty was preparing for a pivotal transition. Founded by entrepreneur Kim Roxie, the cosmetics company was moving away from its traditional brick-and-mortar model toward a business built around e-commerce and broader market opportunities.
The challenge extended beyond launching an online store. The business needed a cohesive brand identity, a more intentional digital presence, and creative assets capable of supporting its evolving direction.
Designs By Chimere joined the brand as a strategic and creative partner, providing consultation, brand development, and ongoing creative expertise to support its next chapter.
THE STRATEGY
Building a Brand Designed to Evolve
Our initial work focused on strengthening LAMIK's brand foundation while preserving the values that made the company distinctive.
We refined the logo and elevated the meaning behind the name, bringing Love And Makeup In Kindness to the forefront of the brand story.
This became an important part of how the company communicated its purpose, reinforcing a beauty experience centered on inclusivity, kindness, and confidence.
As LAMIK's opportunities evolved, so did our creative partnership. Rather than treating each project as an isolated design assignment, we approached the work as an extension of an evolving brand ecosystem.
The objective was consistency across every customer touchpoint, whether someone discovered LAMIK online, opened a product at home, encountered the brand at an event, or browsed its products in a retail store.
Revelation Brow Duo | Interior and Exterior Packaging Artwork
PRODUCT PACKAGING & EXPERIENCE DESIGN
Designing Beyond the Box
Revelation Brow Duo | Packaging and component artwork
“Beauty is Revealed, Not Applied!”Interior component artwork
In 2021, our partnership with LAMIK Beauty expanded into custom product packaging and component artwork for the brand's signature Revelation Brow Duo and supporting cosmetics collection.
Designs By Chimere developed exterior packaging designs and custom artwork for both the outside and inside of the product components, creating a cohesive visual experience from the retail shelf to the moment a customer opened the product.
For the Revelation Brow Duo, we also developed a unique unboxing experience featuring a custom insert sleeve that fit inside the product box. The sleeve incorporated a QR code connecting customers to an instructional tutorial, extending the product experience beyond the packaging itself.
This approach combined brand consistency, visual storytelling, and customer education in a single product experience.
As LAMIK's product assortment expanded, we continued developing packaging solutions, including combination kit packaging in 2023, supporting the brand's evolving retail and e-commerce presence.
Kim Roxie | Brow & Lash Kit PackagingGlow Gloss | Branded Product PresentationBrow Gel | Custom Packaging
In 2023, Designs By Chimere redesigned LAMIK Beauty's e-commerce website using Shopify.
The project brought the brand's evolving identity into its digital storefront, creating a more cohesive relationship between its online presence, product packaging, and customer-facing messaging.
The resulting website provided a branded shopping environment aligned with the company's growing product assortment and broader retail ambitions.
The website continues to serve as the brand's primary e-commerce experience.
As LAMIK expanded its retail footprint, the brand required customer-facing displays and merchandising assets capable of communicating effectively within larger shopping environments.
In 2024, Designs By Chimere developed a custom retail display for Hy-Vee, incorporating branded graphics and dedicated product-sampling inlets.
The display combined product visibility, brand storytelling, and an accessible way for shoppers to explore the collection.
In 2026, our work extended to retail display strips created for LAMIK's JCPenney rollout. These designs carried the brand's distinctive visual language into the retail environment while communicating product benefits, shade inclusivity, and digital opportunities to learn more.
Beyond permanent retail merchandising, we also developed pop-up banners, retractable signage, branded tablecloths, and other promotional materials featuring a custom signature pattern created for LAMIK.
These materials supported the brand at events and activations across the United States.
Kim Roxie with HyVee retail displayLAMIK Beauty | In-Store Brand Experience
LAMIK Beauty's continued evolution has included visibility through national retailers, televised shopping, and leading media outlets.
Its products have been featured through shopping and retail channels including HSN, Ulta, Nordstrom, Hy-Vee, and JCPenney.
The brand has also received media coverage from outlets including CBS Mornings, Black Enterprise, ESSENCE, Women's Health, Cosmopolitan, Forbes, and Allure.
These milestones reflect the leadership of LAMIK's founder and the collective work of the brand's broader team. Designs By Chimere has contributed brand assets, packaging, digital experiences, and retail creative supporting the company's evolving presence.
