CREATIVE BRIEF

About Grace Cosmetics

Grace Cosmetics is an Australian-made, cruelty-free clean beauty brand built around one core ingredient: organic aloe vera. Their identity rests on six clear pillars — organic aloe vera, all-natural, cruelty free, Australian made, non-toxic, and pregnancy safe — and the brand has been trading under Pro-Ma Systems, a family-owned Australian company, since 1983.

Unlike a hyper-minimal "hero ingredient" brand, Grace leans warm and family-oriented — their content covers real skin concerns (sensitive, dry, combination, acne-prone, ageing, dull/pigmented), men's skincare, baby care, and honest editorial pieces on topics like eczema, rosacea, and greenwashing. The tone is trustworthy and approachable rather than clinical or aspirational-luxury — this is a brand that wants to be a long-term, family skincare cabinet staple, not a trend-driven purchase.

Photography Objective

To deliver product photography that communicates honest, natural efficacy — imagery that feels wholesome, trustworthy, and grounded, reflecting a brand built on decades of family ownership and a genuinely simple ingredient story (aloe vera, not a complex lab formula).