The global brand refresh of skincare brand Simple has launched, elevating its Active Skin Barrier Care range to create a clearer distinction from its core range.

Designed by international branding and design consultancy Lonsdale, the new identity reaffirms the Unilever brand’s expertise in uncomplicated, effective, and affordable skincare.

The Active Skin Barrier range was developed to address a broader set of skin concerns using powerful ingredients that provide cellular-level damage repair and prevention.

The new range is rolling out in the UK with a global launch to follow.

Simple’s longstanding wordmark was refined by removing the leaves above the logotype, bringing sharper focus to the trusted name: Simple.

The brand also launched new packaging to refresh its identity. 

A subtle new pattern, inspired by the contours of the skin, reflects the brand’s belief in working in harmony with skin’s evolving nature.

Existing printing techniques were used in more ambitious ways, layering transparent, opaque, and raised inks to add depth, tactility, and visual richness, enhancing the in-hand experience.

The evolved color palette pairs Simple’s signature green and white with new gradating metallic tones, creating an easy navigation system across six benefit-led sub-ranges.

Metallic effects express technology, precision, and performance, bringing desirability to a category where both efficacy and displayability are deeply valued.

The new look and feel transforms the iconic Simple design for a modern era—retaining its identity while elevating its expertise across every touchpoint, from packaging and web to point of sale.

Michelle Mak, Creative Director at Lonsdale, said,

“This refresh lets Simple bring a more expert, premium feel while staying true to what people love: clear benefits, no clutter on the pack, and no clutter on your bathroom counter.”

The result is an enhanced brand experience that makes Simple feel more intuitive, human, and confident, bridging science and sensitivity in a way that is educational and emotionally engaging.