Broadcasting from a webcam in her bedroom through YouTube, Lauren Luke, of South Shields, UK, became a wildly popular makeup artist, with nearly 40 million people tuning in to watch her makeup tutorials. In a joint venture, global marketing firm Anomaly and Zorbit Resources (now Maesa) approached Luke to not only create her own beauty brand, but also to invent a new business model of marketing color cosmetics—using YouTube as a sales platform similar to QVC & HSN. Zorbit and Anomaly created SoHo Beauty by Lauren Luke; Anomaly spearheaded the brand conceptualization, supported by the design of Studio Zorbit. Packaging features simple, floral line work with bursts of edgy, spray-painted color on a rich, deep black. The colors of the flowers tie into the shades of each kit. Zorbit manufactured the packaging and Mana handled the product fill and assembly.

More info: www.zorbit.com; www.bylaurenluke.com