Gen_S Skincare

Gen_S is a brand of personalized acne treatment cosmetics. We created a visual identity that is minimal yet confident—rooted in bold simplicity with a human touch.

The design system centers around the letter S, formed from modular dot units. These dots represent both blemishes and their transformations: a droplet of liquid, a particle of powder, a foam bubble—symbolic of care, change, and skin renewal.

The S is dynamic and shape-shifting, adapting to reflect different products, routines, and skin stories. One system—many expressions. Each variation embodies a unique persona, skin condition, or ritual. This brand lives through its users: ever-changing, real, and relatable.

Crafted with intention, the identity is scalable, flexible, and ready to grow across product lines. It’s a curated system made by people, for people—celebrating individuality and transformation.