Lumina is a conceptual skincare campaign created to explore what glow really means - beyond filters, perfection, or big promises. The starting point was simple: skin as something alive, textured, and constantly interacting with light.

The name Lumina is rooted in the idea of light and luminosity, positioning the brand around healthy, radiant skin as something natural and lived-in. From the outset, the strategy was to move away from high-gloss beauty clichés and instead build a visual identity centred on softness, texture, and intimacy.

The campaign visuals were developed through careful curation and art direction of found imagery, treating photography as raw material and shaping it into a cohesive brand system. The campaign is imagined across posters and brand touchpoints, designed to feel calm and human within physical spaces.