MIXIK Skin launched 123 by MIXIK, an under-$10 sister line (lip jellies, blushes, and collagen-infused makeup wipes) designed as an entry point for Gen Alpha and young Gen Z beauty enthusiasts. The challenge: appeal to middle and high school students who wanted to experiment with beauty, but still wanted products that felt aspirational rather than “kid-focused.”

We positioned the line as a cool kids club—exclusive yet approachable, playful yet aspirational. Using “if you know, you know” language, we tapped into the codes of youth culture, creating a sense of community and belonging while keeping the products covetable.

Visually, the campaign leaned into early-2000s aesthetics—bold color, sparkly textures, playful graphics—that sparked creativity and joy. This aligned seamlessly with MIXIK’s larger brand ethos of celebrating creativity, color, and self-expression. The result was a launch that resonated with a new generation of beauty fans, making budget-friendly beauty feel fun, cool, and collectible.