Ciara Palfreyman
As LOOKFANTASTIC (LF) enters Spring/Summer 2026, the brand is evolving its creative direction to strengthen beauty authority while staying true to the convenience and value that customers already love. At the heart of this shift is their bi-annual New Season campaign, “The Thrill of the Chase”, designed to celebrate discovery, spotlight iconic products, and bring the brand’s community closer to the action.
We caught up with LOOKFANTASTIC’s Head of Brand, Georgie Fox, as she shares the thinking behind the campaign, the refreshed visual identity, and how the brand is balancing elevated storytelling with everyday accessibility. From talent partnerships and community-led content to a more confident design language, Georgie explains how LOOKFANTASTIC is building a brand world where beauty lovers can discover, learn and feel part of the conversation.
LF’s brand health reporting positions convenience and value as strengths, with a need to build beauty authority and engagement. How did “The Thrill of the Chase” campaign help address that gap?
We put products unapologetically front and centre but aimed to wrap up the campaign in a way that felt entertaining and culturally relevant, rather than transactional. The content brings together a mix of trusted insiders and voices from our community. People like Keely (LFs Managing Director), Billie (THG Beauty’s Chief Buying Officer) and the SheerLuxe team, alongside our fantastic Beauty Pros and, importantly, our own customers who we recruited through our social broadcast channel.
It’s about showing the joy of discovery, with real beauty lovers leading the way. And hopefully everyone can take a slice of educational beauty entertainment away with them!
The campaign objective is to elevate perception while maintaining accessibility. How do you avoid alienating loyal, value-led customers while pushing into premium territory?
For our community, premium doesn’t mean out of reach. It’s about adding in those small daily choices that make life feel a little bit better. Beauty has always played that role, even historically. The classic “lipstick effect” shows that even in tougher times people still invest in beauty. We’ll always be proud of the value and convenience we offer, and we’ll continue to shout about both. What we’re doing now is adding more reasons to spend time in the LOOKFANTASTIC world.
And the more time you spend with us discovering products and ideas, the more likely you are to buy those iconic beauty brands from us rather than anywhere else.
“Some beauty finds are obvious. Others are worth the chase.” What does that line unlock creatively for the brand?
We love the idea of anti-gatekeeping: lifting the lid on the beauty tips, products and finds that would normally live in your group chat. It also taps into that feeling of hunting down the perfect product. The cleanser you suddenly can’t live without, or the classic foundation you thought you knew but has been reformulated and becomes your new staple.
That sense of discovery is where the fun really is.
How does the continued partnership with Molly-Mae Hague help position the brand?
Molly represents an easy, effortless take on beauty. She keeps things simple and aspirational in a way that really resonates. Let’s face it, a lot of people would happily take a slice of her lifestyle! Alongside Molly, we’re continuing our partnership with Roxie Nafousi, who brings a more elevated, glamorous take on wellness. We’re also introducing two exciting new voices. One is a reality star turned investigative journalist who will be lifting the lid on all things skin, and the other brings a really compelling perspective on accessible luxury lifestyle and comes complete with a fiercely engaged community.
Stay tuned, the team have some really fun content plans in the works which we’re very excited to share.
The tone is described as confident, elevated but accessible, playfully cool, warm, and uncomplicated. What inspired this new direction and how do you think it will appeal to current and potentially new audiences?
We wanted the brand to feel much more like the friend you always look out for on your feed. Someone who knows great beauty, shares the good stuff, and doesn’t overcomplicate it. Beauty can sometimes feel a bit intimidating or overly polished, so our direction is about keeping things confident and elevated, but still warm and easy to engage with. For our existing community, it should feel like a natural evolution. The same value, convenience and product expertise they already come to us for, just delivered in a more distinctive and entertaining way. And for new audiences, it gives us a clearer personality and point of view.
Ultimately, it’s about making discovering iconic beauty feel effortless, fun, and a little bit addictive.
Visually, LF Cream and LF Merlot are positioned as the leading signature brand colours - what was the thinking behind anchoring the identity in these tones?
We wanted a palette that felt confident, recognisable and a little bit more grown up. The cream gives us that sense of ease and warmth. It’s clean, modern and lets products really shine. The merlot then brings the depth and attitude. It’s a rich cosmetic tone, rooted in beauty and with a hint of glamour to it. It feels slightly fashion-led and distinctive in a beauty retail space that can sometimes look quite similar.
Together they strike a nice balance. Elevated but still very accessible, with colours that feel inherently beauty-led.
How did you strike the balance between introducing elevated new typography and maintaining a sense of sophistication, while still keeping the brand approachable?
It was really about restraint. We wanted the typography to feel more editorial and fashion-influenced, but without becoming overly designed or intimidating. The approach was to introduce type that feels confident and distinctive, but still very easy to read and use across digital. When you see it in motion across social, content or campaigns, it should feel polished but never precious. In essence, the goal was for the brand to feel a bit more stylish, while still being effortless to engage with.
For brand partners, what does this new positioning signal about the kind of collaborations LOOKFANTASTIC wants to build?
It signals that we want to build collaborations that go beyond simply listing products. We’re really focused on storytelling, cultural relevance and creating moments around the brands we work with. That could mean content, talent partnerships, experiences or creative campaigns that help products cut through and feel exciting for customers. Fundamentally, we want LOOKFANTASTIC to be the place where brands don’t just sell, but where they become part of the conversation.
If someone experiences LOOKFANTASTIC for the first time post-refresh, what’s the one feeling you want them to leave with?
That they’ve stepped into something bigger than just a place to buy beauty. We want it to feel like a world you’re part of. A community of people who love beauty, share great finds, and are a little bit in the know. Whether it’s discovering a product everyone’s talking about, picking up a tip from one of our insiders, or feeling like you’re part of the conversation. It should feel like a gorgeous experience they’re proud to be part of. A brand world that reflects the lifestyle they’re building for themselves.
Above all, it should feel like you’ve found your people, and your next beauty obsession at the same time.