Habitual Beauty

Smack Bang were tasked with concepting a modern beauty brand for wellness entrepreneur Keira Rumble, the founder of wellbeing destination, Krumbled, and owner of Beauty Bites, another successful brand we’ve had the pleasure of building.

As the beauty market continues to dominate and expand, consumers are increasingly demanding 360° approaches that provide holistic solutions founded in real innovation and genuine inclusivity. Keira’s new venture, Habitual Beauty, answers this calling with high-performing, multi-functioning skincare and supporting supplements designed to streamline your routine and supercharge your skin.

Habitual Beauty needed full-service brand development, which meant we delivered the Brand Strategy, Brand Identity, Digital, Packaging, Copywriting and Creative Content.

As a skincare brand, Habitual Beauty focuses on inside-out beauty, the idea that healthy skin is made from within and that this results in “real radiance”. The brand design works off the concept of radiance through warm tones, shimmering textures and a feminine typeface. Every touchpoint was designed to encourage stillness. This was achieved through an array of visual elements which celebrate micro-moments, such as the interplay of light and shadow used throughout the imagery, and the premium packaging design, which is illustrative and romantic and has a thoughtful brand “mantra” embossed onto the sleeve.

Habitual Beauty combines science-backed skincare with supportive supplements whilst advocating for the practice of mindful skincare. Grounded in the truest sense of the “skincare ritual” it is a brand set to make its mark in the beauty industry, through thoughtful positioning, high-dose quality ingredients and emotive brand expression.

“It was second-nature to partner with Smack Bang again to launch Habitual Beauty — the team’s creativity, work ethic and professionalism are truly unmatched. After almost three years working together, Smack Bang have become an extension of our business. There was no one else I would have turned to, to bring this beautiful brand to life. The expertise the Smack Bang team brings to a project is priceless. The whole process, from ideation to completion has been a dream. I couldn’t be more proud of what we created together. Thank you Smack Bang.”


— Keira Rumble , Founder