GEN B.U.

gen b.u.

GEN B.U. is a gender-neutral skincare line designed for a young, identity-conscious audience, calling for packaging that felt inclusive rather than gendered, free of cues from traditional "masculine" or "feminine" beauty codes. A simple cylindrical form was used across all products, with a soft, warm white body keeping things neutral and calm rather than clinical. Color appears only on the cap, a single coral-red accent shared across the line, so the collection stays cohesive as new products are added.