Muse is a cosmetics brand dedicated to enhancing natural beauty, aging naturally and helping to tackle specific skin and beauty concerns that relate to the demographic. I have always thought that younger women have always been the focus for the beauty industry, so I wanted to change this by creating a cosmetics company for older women. The brand identity reflects elegance, inclusivity and authenticity, with a clean, modern aesthetic that resonates with its target audience. A colour palette combined with minimalist typography and simple design elements will evoke a sense of timeless beauty. The advertising campaign includes older models to emphasise beauty is ageless.