Project Kindred

Turning brand equity into scalable beauty platforms

Retail owned brands already had trust.

The opportunity wasn’t to invent something new. It was to extend that trust into Beauty without losing what made each brand distinct.

Project Kindred began with a simple question: what if self-care extended beyond the traditional walls of Beauty & Personal Care? By taking a broader view of self-care across the Target enterprise, I identified opportunities to connect Guests with brands that could authentically support their routines.

The result was a framework for creating kindred connections—pairing people with brands that naturally align with how they care for themselves.

My role

I reimagined existing brand equity as scalable self-care and beauty platforms across the Target enterprise.

This included:

Defined and led the strategic vision for Project Kindred, reframing self-care as a cross-category opportunity.
Built scalable frameworks that translated brand DNA into beauty and personal care extensions.
Partnered with 3D visualization teams to bring concepts to life, illustrating how brands like Wild Fable could extend into beauty and tools.
Developed launch cadence strategies and cross-category ecosystem maps for brands including Wild Fable and All in Motion—outlining phased growth, product expansion, and merchandising opportunities across Beauty, Personal Care, and adjacent categories

My approach

Across multiple brands, the pattern was consistent:

Start with identity.
What does this brand stand for beyond product?

Define the whitespace.
Where does that identity create permission in beauty and personal care?

Build the system.
Clear assortment architecture. Sensory direction. Packaging logic.

Phase the growth.
Launch core categories. Expand with discipline.

Different brands. Different guests. One repeatable model.

Everspring

Translated clean-home credibility into sustainable, ingredient-transparent personal care.

Favorite Day

Built a sensory-driven assortment that turned indulgence into guilt free beauty treats.

Future Collective

Harness culturally relevant influencers to deliver a steady cadence of limited-availability beauty drops.

Hearth & Hand

Built an ingredient-led personal care system that translated farm ingredients into a modern hard working product line.

all in motion

Structured a performance-focused care roadmap aligned to active lifestyles and phased category expansion.

Good Chemistry

Extended fragrance equity into a cohesive bath and body system rooted in clean formulation.

Casaluna

Developed a sleep-centered assortment framework grounded in ritual, recovery, and sensory design.

Cat & Jack

Designed an inclusive, safety-forward kids care assortment built for independence and durability.

Wild Fable

Created a phased beauty roadmap centered on self-expression and affordable experimentation.