Sephora

When Sephora set out to launch its first local Ramadhan campaign, it had a few hurdles to cross. Beauty and personal care weren’t usually seen as Raya gifts. The brand itself was still more linked to Christmas than Hari Raya. And then there was the challenge of speaking to both Malaysians and Indonesians, close neighbours but with their own cultural nuances.

Our answer was simple: “Be Kind. Be Beautiful.” Ramadhan and Syawal are meaningful but demanding, especially for Muslim women who often carry the biggest load during season. So, we gave them something different: permission to care themselves too.

The idea came to life in a heartfelt brand film and a signature motif inspired by Islamic geometry, batik, and the Sephora flame. That motif flowed everywhere. Across stores, packaging, and even a limited-edition scarf designed with Rizman Ruzaini, turning the campaign into something people could truly see, wear, and share.