Gen X women are rewriting midlife – and need a skincare brand that not only understands them but celebrates them.

And Begin is a bold new venture from the visionary team behind the successful skincare brand, Skin&Me. Specifically targeted at midlife women, the bold start-up offers highly customisable, prescription-strength skincare solutions, subject to a dermatological consultation. As a brand, it challenges conventional narratives about midlife, instead portraying this life stage as a fresh beginning abundant with endless possibilities.

Sunhouse worked with And Begin from its inception, serving as a true creative partner to transform the brand’s vision into reality and providing creative direction to drive the beauty and confidence of this powerful yet often underestimated demographic.

“Gen X women have gained confidence from their life experiences and now stand at a pivotal point, fully aware of their choices for the next chapter in their lives,” comments Chris Griffiths, Design Director at Sunhouse. “Our identity reflects this pivotal point, drawing inspiration from how light expands and metamorphoses through a prism—a visual metaphor for the endless possibilities that open for this generation. From the uplifting glow of the brandmark to the gentle, luminous hues of the colour palette, the new brand assets reinforce And Begin’s empowering positioning with beauty and strength.”

And Begin’s packaging draws from premium cues in the cosmeceutical category, highlighting benefits in a simple yet stunning manner. The brand masterfully balances professional efficacy with a touch of luxurious warmth, presenting it with calm assurance. The visual design beautifully breathes life into this synergy. Adding to the allure is an indulgent and sensorial brand world, expertly captured through the lens of Kellie French, whose photography imparts a playful, yet genuinely luxurious feel to And Begin’s products and ingredients. The brand’s tone of voice resonates with the bold yet assured sensibilities of the Gen X generation, authentically brought to life by brand champions—real, courageous women living exciting new chapters of their lives.

“Having the opportunity to build from the ground up is always a creative agency’s dream, and as our clients were exceptionally open and brave from the outset, it’s been such a pleasure to be part of,” comments Sally Knapton, Partner and Client Service Director at Sunhouse. “They brought a remarkable level of vision and the astounding ability to make things happen, empowering us to explore endless possibilities. The result is a luminous and luxurious brand, full of optimism for a generation that knows exactly what they deserve.”

“And Begin is skincare for a New Age that acknowledges midlife as a fresh start, where women are revolutionising aging and living life on their own terms,” comments Sophie van Ettinger, CMO, And Begin. “Sunhouse truly understood our vision and proved to be an invaluable partner from the start. They illuminated our purpose with a creative strategy that brought our brand to life with authority, authenticity, and attitude. Setting the tone across packaging, digital, and all brand communications, they captured the vital energy and luxurious essence of And Begin. It’s stunning, and we absolutely love it.”