Before its rebrand to Pure Haven Essentials, Ava stood as a beauty brand rooted in clean, nontoxic skincare and organic ingredients, with a mission to empower self-expression through makeup. Ava believed that clean beauty shouldn’t be boring, and that skincare and color cosmetics could be safe, high-quality, and visually striking.
As a creative marketing professional, I was brought in to create a suite of high-impact photography, both product-focused and portrait-based, to elevate the brand’s visual identity, enhance digital presence, and tell the story of clean beauty with attitude.
The Challenge
Ava had a compelling message: beauty can be safe, organic, and expressive. But the brand needed visuals that clearly communicated this blend of purity and personality. My task was to produce content that would showcase the rich textures, vibrant colors, and clean formulations behind the products, while also capturing the spirit of individuality at the heart of the brand.
My Creative Approach
I focused on delivering photography that reflected Ava’s values and voice: honest, vibrant, and editorial in feel, with a clean, polished finish.
Product Photography: Texture, Tone, and Trust
Using natural lighting and minimal styling, I captured Ava’s skincare and cosmetic products with an emphasis on texture, clarity, and ingredient integrity. Each image was carefully styled to maintain the brand’s clean aesthetic while highlighting details that matter to conscious consumers, like smooth finishes, rich pigments, and eco-conscious packaging.
Portrait Photography: Real People, Radiant Skin
To showcase Ava’s products in action, I directed and captured portrait photography that celebrated diversity and authenticity. Models wore the products in ways that felt effortless yet empowering, looks that reflected Ava’s core belief: that clean beauty enhances, rather than masks, who you are.
The Result
The resulting image library gave Ava the tools to communicate trust and creativity across its website, social media, email campaigns, and packaging. The imagery not only elevated the brand’s visual consistency but also deepened its connection with a growing audience of clean beauty advocates seeking both safety and style.
Why It Matters
Ava was a brand ahead of its time. It was rooted in wellness and driven by artistry. I’m proud to have helped tell their story visually through thoughtful, strategic content. When done right, photography doesn’t just show what a product looks like. It shows what a brand stands for.
If your beauty or wellness brand is ready to stand out through meaningful content and creative direction, let’s connect!
xoxo,
Michaela Rae
V. Studio 