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Formulating a new skin care brand with Bare

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Bare came to us with an innovative, exciting new face mask formula. It was up to Sonder to design the branding and build the website to bring their all-natural product to market.

Here’s how we developed a go-to-market strategy to launch Bare as a disruptive force in beauty, and scale their direct-to-consumer e-Commerce business. We covered everything from logo development to packaging design to bring to life this new and exciting skin care brand.

Bare wanted to establish a true day-to-day partner in creative, media, and technology for their brand launch and continued growth. Since 2020, we’ve been there every step of the way.


The beauty industry is an already competitive market undergoing huge growth. However, in the face mask space, the model for distribution has remained relatively traditional. Bare aimed to disrupt that model by bringing a fresh, direct-to-consumer approach, but needed a highly targeted strategy to communicate their point of differentiation — a powerful but uncomplicated formulation story.

With a premium price point, Bare needed to prove the value of their product, which lives at the intersection of results and a sophistication comparable to other luxury beauty brands.

“We love working with Sonder just as much as we love our stunning new website for Bare Skin Care!”

Michelle Coles
Founder, Bare Skin Care

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Developing the brand look and feel began with a copy interview. We worked with Bare to understand their process for researching, developing, and manufacturing their signature Purifying Clay Mask. Here we determined Bare’s tone of voice and the audience to whom we were talking to; predominately people with interest in genuine, honest and simple skincare.

Most competitive brands live in one of two camps: either in the premium category or rooted in science/technology with a strong ingredient story. In contrast, we saw an opportunity to position Bare in a unique space of ownership at the intersection of both technology and luxury. We knew filtering the copy through these lenses would allow us to gather audience insights and optimise continuously post-launch.

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We then enlisted the talented Sara Atkinson from Studio by Sara to design the logo and product packaging for this particular branding project. Bare’s logo and branding elements denote the simple elegance and transparent nature of their product.

Having given Bare a voice and a face, it was time to create unique content to showcase the brand. We brought our production partner, Alyne Media, on board to find the right angle to tell Bare’s story. This involved product photography, GIF creation as well as an instructional video for the face mask.

When it came to the design of the website, we had ample content to pick and choose from. We mapped out the site using best practice UX/UI design tactics. We paid particular interest in the mobile design for the website, given that Bare’s most efficient conversion audience would come from paid social.

Based on Bare’s needs, we selected the WordPress/Elementor platform with a WooCommerce integration for its flexibility with content management capabilities. Bare knew that they needed a website that could provide customers with a personalised e-Commerce experience.

"Elementor’s visual editor allows for ample customisation, so the Bare team can make simple changes to the website without needing the help of Sonder’s website development team."

Indy Lynch
Head of Marketing, Sonder


Since launching, Bare has gone from fledgling beauty brand to cult favourite. Garnering recognition from beauty insiders, and fans alike, the brand continues to gain momentum at an impressive rate as they bring their business to scale and their unique formula to the masses.

We’re excited to continue working with Bare in removing the complexity, frustration and intimidation of the beauty industry. To continue to market their products that are simple and that work. To celebrate the natural beauty you were born with – your skin!

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