Heelr

What started as a curiosity about what we put on our bodies became an entire personal care brand. I founded Heelr to bring plant-based ingredients, time-honoured rituals, and everyday self-care together in a way that felt fresh, beautiful, and genuinely useful.

From developing the products themselves to shaping the brand strategy, creative direction, identity, packaging, and digital experience, I built Heelr from the ground up. Every little detail, right down to what went inside the bottle.

I wanted Heelr to feel earthy without being overly earnest, and elevated without taking itself too seriously. A brand that could celebrate ancient rituals while feeling completely at home on a modern bathroom shelf.

The identity, art direction, language, and packaging all grew from that idea: making the natural feel desirable, accessible, and a little bit magical.