Yina / Skin care, that’s Self care.

Ancient Medicine Meets a Western Mirror.

Yina is a holistic beauty and wellness brand rooted in Traditional Chinese Medicine, founded by a licensed acupuncturist and a registered TCM dermatologist. The products were extraordinary. The problem was language. Most U.S. consumers didn't understand TCM terminology or its benefits, and that gap was the single biggest barrier to growth.

We embedded with the founders to evaluate their challenges and prioritize efforts. Then we set out to demystify the complexity of TCM for a Western audience — translating ancient practice into relatable, modern language without watering down what made it real. That foundational work established ownable positioning, brand attributes, and concise messaging for every product. It informed a new tagline — Skin care, that's self care. — that captured both the interior and exterior benefits of Yina's approach in five words. From there, we updated the brand guide, developed briefs, and built a comprehensive opportunity plan that touched everything from content to commerce.

The output spanned skincare routine how-to videos designed to push Yina's products to the top of Google searches, an influencer ad campaign for the Divine Sheet Mask tapping existing superfans, a Gua Sha campaign leveraging media coverage to educate on benefits from breast health to reduced anxiety, and a custom iconography system highlighting product facts that build trust at a glance.

Impact: Yina won Best Skincare Brand 2023 (USA/Canada) along with eight additional Beauty Shortlist Awards. Brand carried across Beauty Heroes, LovelySkin, and specialty retail nationwide.

Role: Creative Direction, Content Direction, Brand Strategy, Production. Created in partnership with Yina's internal team.

Copywriter: Nicole Lesmeister
Cinematography: Poppy Lynch
Photography: Andia Lo
Video Editing/Color: Erin Turney, Jesica Bauer
Music Editing: Raphael Ajuelos