About Lia Craft

Lia Craft is a more budget sub-brand of LiaLab. Its cosmetics lean heavily on natural ingredients but without the high-tech story of the parent brand, and the task was to fix its own look and separate it from the central brand. Wave began with a brand platform and focused the founders on their audience, finding that magical thinking is popular with it — so the idea took the fairy tales and myths of Krasnaya Polyana, where the brand was born, and turned them into craft, hand-drawn illustrations of the ingredients the cosmetics are made from: leaves, flowers, plus magical elements like stars and waves. It is a fairy-tale craft world, but a modern one, which lifts it out of the usual ‘home-kitchen cosmetics’ layer. The identity has a mascot, Lia — a mountain goddess who grows huge and whose body becomes rivers, seas and forests, so her body, nature and the customer’s own body read as one big space to care for, through many combinable products and rituals. Wave delivered the brand platform, identity and packaging for several products, tying Lia Craft to LiaLab through a shared mountains story — telling the parent through a lens of science and this one through magic, for two different audiences under one small producer.