When South Korea’s largest retailer, Emart (part of the Shinsegae Group), set out to launch a new cosmetics line, they wanted more than another beauty brand. They envisioned something disruptive — a product that would spark joy, invite creativity, and resonate with younger consumers immersed in the global K-beauty wave.

To bring this vision to life, they turned to Established, the New York–based creative agency known for bold brand innovation. The result was Stonebrick, a playful, fully customizable cosmetics brand that quickly became a runaway success in Seoul and beyond.

A New Way to Experience Beauty

Established designed every aspect of Stonebrick — from packaging, graphics, and identity to campaign photography, video assets, and in-store experiences. At the heart of the concept is a system of magnetic components that lets customers build their own palettes and collections. Eyeshadow “bricks” snap into different base sizes, while lipsticks and face products magnetize into endless combinations. This playful modularity encourages personalization, collectibility, and a sense of fun that redefines how beauty products are bought and enjoyed.

A Launch That Exceeded Expectations

Stonebrick debuted in Seoul in February 2019 to immediate fanfare. The brand not only captured attention with its joyful, build-your-own approach but also delivered remarkable business results — tripling projected first-quarter sales. Beyond the commercial success, the project has been recognized with multiple international design honors, including a D&AD Award, further cementing Established’s role in pushing the boundaries of brand innovation.

Why It Matters

By embedding play and customization into the core brand experience, Established transformed Stonebrick from a standard cosmetics launch into a K-beauty standout. The project demonstrates the power of smart design to bridge creativity, collectibility, and commerce — proving that when design leads, brands don’t just look better, they perform better.

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