MGC DERMA - SKINCARE WITH PURPOSE

Creative Director & Copy Lead @ Hedgehog Agency

I love a beauty brief with brains.
MGC Derma came to us with incredible science and zero brand.
So we built one from scratch.

The insight: cannabis in skincare is purpose, not a novelty.
It can reduce symptoms, reduce stigma and redefine what “luxury” means.

We created a brand platform called Skincare with Purpose.
A verbal identity grounded in honesty and impact.
A visual world that felt premium without pretending to be perfect.

What began as a tagline soon became a global rollout:
Campaigns, messaging, social, website, packaging, everything.
From faceless product… to standout contender.

Impact:
• Clear brand positioning in a saturated category
• Strong global presence and product storytelling
• Customers bought into the mission, not just the moisturiser

My role: Creative Director & Copy Lead
Naming, brand tone of voice from scratch, campaign narratives and ongoing content production.

Work perk: Became accidentally fluent in CBD skincare.