My history with makeup has been a rocky road: I spent years observing it from afar, as I did with other beautiful things that a boy, and later a man, couldn't get too close to without being judged.

This redesign is focused on elevating the brand and shaping the future makeup: a radically inclusive and creative space. My goal was to make the brand a love letter to inclusive beauty with a focus on Latin background. The inspiration process has been largely based on exploring the art of South America (especially Mexico) over the years as well as Greek mythology, the birthplace of the myth of Midas.

Although bronze, copper and gold hues are predominant through the brand, dark teal blue disrupts those warm tones. Being the coolest color of the color wheel, it is perfect to stand out and create a contrasting and lively chromatic palette but always in harmony. Regarding the logotype, the collective worldview of the word "Midas" benefits from the use of an ornate typography.