Customer Request

Killstar, a globally recognised alternative fashion brand, sought to evolve their cosmetics offering under the sub-brand COVEN.

The goal was to reimagine COVEN not just as a product extension, but as a standalone goth-centric beauty brand with cult appeal across subcultures and mainstream alternative beauty lovers.

I was brought on to lead the strategic rebrand, develop a commercially viable product range, and lay the operational groundwork for a successful market launch.

Objectives

-Redefine COVEN’s brand identity for the 2024/25 market

-Build a differentiated yet trend-aligned cosmetics range

-Source high-quality, scalable, and compliant suppliers

-Ensure operational readiness across sampling, compliance, and packaging

-Support Killstar in establishing COVEN as a distinct beauty player

What we achieved

Full Trend led product range

Developed a full trend-led product range aligned with market demand and goth subculture aesthetics.
Compliant suppliers

Secured and onboarded scalable, compliant suppliers across key SKUs.
Market Strategy

Delivered a complete strategic deck covering brand, trends, range plan, and route to market.
Packaging

Built operational foundations including critical paths, PO process, and packaging guidance for launch readiness.

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RSD’s Responsibilites

Brand & Market Strategy Development

Created the full COVEN24 strategic deck including brand mission, trend analysis, customer profiling, competitor benchmarking, and range planning (Phase 1 & 2).
Defined COVEN’s market positioning within the goth and alternative beauty space.
(Images rights reserved to Killstar)
Product Range Development & Benchmarking

Led product development from concept to pre-production including sample coordination, testing, and feedback integration.
Ensured shade accuracy and formula validation through UK-based approvals, especially for China-sourced goods.
Applied benchmark analysis to guide product texture, format, and fragrance decisions.
Supplier Sourcing & Relationship Management

Researched, vetted, and recommended high-quality, scalable suppliers.
Managed communications and expectations between Killstar and suppliers.
Handled supplier negotiations to align MOQs, pricing, timelines, and customisation capabilities.
Packaging Strategy & Cost Optimisation

Advised on packaging materials, design complexity, and MOQs to reduce costs.
Provided packaging development support including artwork input and functional considerations.
Guided team on risks related to custom moulds and offered scalable alternatives.
Marketing Trend Alignment

Proposed go-to-market strategies tied to current beauty trends: clean, vegan, ethical, inclusive, and goth-alternative.
Suggested marketing approaches including social-first content, influencer seeding, UGC, and limited-edition launches.