'Grin Beauty' a gentle honesty skincare concept by 'Poyu Chen'

Grin Beauty is a self-empowering skincare concept that challenges traditional beauty norms, embraces natural imperfections, and reimagines beauty as a reflection of care, confidence, and authenticity. Designed for teens and young adults navigating a filter-driven digital culture, the brand offers a meaningful alternative to augmented reality makeup and automated beauty tools.

The brand’s experience is centered around a skincare mentor app that uses facial recognition technology to identify real-world skin concerns, such as dryness, acne, dark circles under the eyes, and enlarged pores.

Rather than masking issues, the platform provides lifestyle-based advice that encourages habits like better hydration, better sleep, and stress reduction. Grin shifts the narrative from instant perfection to long-term well-being through daily wellness rituals and self-esteem.

The brand is expanding beyond digital to physical touchpoints, where consumers can interact with product counters and skin analysis stations in a serene, nature-inspired retail environment. This seamless bridge between digital insights and real-world experiences drives conscious engagement and supports informed choices based on natural beauty.

The logo subtly incorporates a smiling face within the letter “G,” expressing the belief that a genuine smile is the truest form of beauty. Frosted glass textures soften the visual experience, symbolizing a gradual transition from artificial filters to authenticity. Soothing illustrations inspire self-esteem, while bright accent colors inspire optimism, energy, and self-confidence.