Eighteen B: A Skincare Brand Refresh

Eighteen B brought me on to lead a brand refresh that would build credibility, drive awareness, and connect their innovation to what modern consumers care about.

Reframed the brand around efficacy, sustainability, and empowerment—anchored by their Chief Science Officer as a relatable face of innovation.
Concepted and produced all new brand creative and storytelling across digital, PR, and influencer touchpoints.
Launched an earned-first PR and influencer strategy—securing 50+ placements including Vogue and Elle Future of Beauty—while building a network of values-aligned creatives and real women to feature in campaign content and activate through their organic communities.

The Brand

Eighteen B is an innovative skincare brand that speaks to women who are tired of the cosmetics industry underestimating their intelligence and offering false hope. They make straightforward, science-backed-products that repair, restore, and protect your skin. Their clean beauty products are made by a team of highly skilled scientists and skincare nerds who would love engaging in real talk about skin health.

Work

Strategic Brand Positioning

Campaign & Content Development

Influencer Activation

Brand Marketing Strategy

Press

Elle Allure Vogue The Zoe Report

Client Testimonial

“Ling took Eighteen B, a newly launched brand in a crowded space, to such an elevated, elegant status via the magic she creates with her eye, relationships, and style. We would not have the reach or the influence we have today without Ling's direction and leadership.”

—Christina Zeigler, CEO, Eighteen B

The Results

During my time at Eighteen B, I reintroduced the brand through new creative, strategic PR, and influencer campaigns. Within six months, we achieved:

60% increase in sales and Instagram growth from 1K to 8.5K (an 88% lift)
 50+ earned press placements, including Vogue and Elle’s Future of Beauty Award
15+ new photoshoots, featuring editorial photographers and real women aligned with the brand’s target demo
45+ influencer partnerships and 5 brand activations, from NYC pop-ups to intimate dinners