Interior of a modern salon with green brick walls, shelves with hair and skincare products, black marble countertop, and hanging green plants.

Formula Fig

Los Angeles

2024

Formula Fig is a technology-led skincare clinic rooted in the notion of empowering skin confidence — part experiential treatment destination, part community hub, and part industry-leading retailer, with locations in Los Angeles, Vancouver, and Toronto. I worked with Formula Fig from the brand's inception, developing its positioning, tone of voice, messaging, and omnichannel launch materials, before joining the executive team as Sr. Director of Brand Content.

In that role, I led the strategic development of the Formula Fig brand and built the tools and resources required to amplify its stories across all channels and consumer touchpoints. Reporting to and working closely with the CEO, I created and implemented the strategies that drove customer acquisition, retention, and global brand growth — including a 40% YoY revenue lift during my tenure.

  • Multiple sheets of paper with the phrase 'FORMULA FIG' in bold green letters and a message explaining that giving a fig is part of the community, with shadows cast across the papers.

  • Open laptop on a white surface showing a skincare website with green and white colors

  • A collage of images including the exterior of a building with a neon sign, and several photos of women taking selfies and posing inside a space with colorful, illuminated backgrounds and signs that read 'Give a fig about your skin'.