Inner Glow Vitamins
Inner Glow set out to build something rare in the supplement category, a brand that could be grounded in science and clinical practice, while combining elements of fashion and beauty from the inside out.
When KAL partnered with the team, the product story already had real weight, dermatologist-led credibility, clear formulation intent, a growing customer base, but the brand experience needed to do more than explain benefits. It needed to make belief emotive, powerful and as clear as possible. The opportunity was to reposition Inner Glow through a lens of skin health, a modern, doctor-developed product line that helps people glow beyond the surface, expressed with the kind of restraint, sophistication, proven science, confidence, and sensory clarity consumers now expect from premium beauty brands.
We started with brand positioning and storytelling, building a voice that could hold two truths at once: clinical trust and modern desire. In a market crowded with loud claims and generic “wellness” cues, Inner Glow needed to sound calm, certain, and specific, less “miracle supplement,” more evidence based. The narrative became a kind of luminous discipline, proprietary formulations with hand selected ingredients designed with purpose, taken consistently, and integrated into real life. That strategic foundation let us unify consumer facing messaging with professional credibility, creating a platform that could support both e-commerce conversion and dermatologist adoption without splitting the brand into separate personalities.
Our next step focused on rebuilding the identity system as an optimized, scalable language across packaging, digital, and paid media. The palette was designed to evoke Inner Glow’s essence, sunlight, vitality, and clarity, without drifting into trendy pastels or “natural” clichés. Coastal blues, warm ambers, and soft botanical tones created a spectrum that could flex from radiant lifestyle expression to more clinical, educational moments while still feeling unmistakably Inner Glow. Typography and iconography were refined to feel modern and precise: premium, but not precious; clean, but not sterile. Every decision served the same intent, make the brand feel derm-grade and fashion forward at the same time.
To make the brand world tangible, we developed a photo library and styling approach that treated light as a core asset. The lifestyle imagery leans into open air environments and sunlit confidence portraits that feel composed, like a private moment that happens to look cinematic. Ingredient photography was built with an editorial eye, tactile botanicals, clean compositions, soft shadows, allowing “nature” to communicate with intention. For clinical and professional creative, we introduced calmer gradients, circular framing, and proof-led layouts that translate outcomes into trustable simplicity. The result is a visual system that can move across moods, coastal, regional, botanical, clinical, without ever losing its center.
That same clarity drove the ecommerce digital strategy and the online consumer journey. Inner Glow’s website needed to move at the speed of beauty while still earning confidence like healthcare. Supplements demand proof, but conversion demands frictionless choice. KAL led the UX and UI design, content, and development to create a shopping experience that feels curated and intuitive. We were driven by clear product pathways, scannable decision-making, and brand education that appears when it’s needed rather than overwhelming the experience upfront. The navigation and page architecture were structured around real intent, shop by need, understand the brand standard, and access professional pathways. We prioritized a first-time visitor who can orient themselves quickly, while a returning customer can reorder without thinking. Product pages were designed to sell like skincare, supported by clinical proof backed by independent research. Badges and callouts help clarify dietary and manufacturing standards, subscription and bundling options that make value obvious, and deeper sections that provide studies, outcomes, and before/after proof for users who want to go further before committing. Even mission driven content was integrated as part of the experience values expressed as a lived brand element rather than a bolt-on campaign so trust is built through consistency, not statements.
With a versatile brand identity system established, we built a performance marketing system strategically developed for iteration and adaptation. Modular creative, strong art direction and dynamic messaging that could flex seasonally and contextually without diluting the brand. Paid social campaigns across Facebook and Instagram paired lifestyle first storytelling with clear product intent, sun exposure, travel, altitude, seasonal shifts, turning the brand promise into something felt and situational, not abstract.
UGC content added a layer of relatability and proof, while remaining visually cohesive through consistent framing, typography, and brand codes. Clinical and professional creative translated data and outcomes into dynamic yet calm, compelling layouts that bridge the gap between consumer desire and physician trust. The overall effect was a full-funnel ecosystem where one continuous brand experience is designed to convert without compromise.
The results validated the approach. With the revised brand strategy, commerce experience, and performance engine working together, Inner Glow achieved 39% year-over-year growth on Shopify, a 34% increase in orders year-over-year, and monthly campaigns generating 3.5–6X ROAS.
The brand now shows up in the world with the an elegant authority that connects the Inner Glow identity and experience to make the concept of “glow” feel less like a trend and more like a exclusive part of the brand.
