The concept of this brand is the idea of raw ingredients, and giving women the chance to really get to know what they are putting on their skin, and tailor products to their needs. I have explored this through a zoom concept: at each stage of the app the user zooms further in to the ingredient in the background, getting to see it at a microscopic level, seeing it in a new light. The app provides product recipes that are easy to follow and tailored to the user, through asking two simple questions, the answers to which are summed up in a one-word product benefit. The focus of 'Live Raw' is empowering women and helping them consider and create their own beauty products that suit their specific needs.