Origins

Some brands follow trends. Origins sets them—and has been since 1990. Rooted in the belief that what's good for the planet should also be good for your skin, they’ve always looked to Mother Nature for skincare solutions. More than thirty years later, they continue perfecting potent, plant-based formulas that are intentionally sourced, genuinely effective, and proven to deliver groundbreaking results.

On behalf of the team at Antonym, I defined nearly 10 campaign messaging hierarchies, crafted storytelling strategies for 360-degree campaigns, and produced copy for all touchpoints.

SINGLE COMPELLING THOUGHT

72% of consumers prioritize plant-based skincare, but 60% also demand efficacy and clinically proven results. Most brands can only speak to one. Origins has always spoken to both.

MEGA-MUSHROOM DARK SPOT DUO

An ingredient-forward campaign with a catchy, attention-grabbing hook—and conversion-boosting claims.

GINZING™ GLOW-BOOSTING MOISTURIZER

Every skincare brand is talking about glow, but none are doing it through the lens of nature. So, to launch the newest GinZing skin illuminator, we leaned into the idea of sunlight and leveraged a sunset-inspired color palette to tell an ownable story.

DELIVERABLES

• Campaign Concepting • Campaign Messaging • Headlines • Website Copy • Email Copy • Social Media Captions •

YOUTHTOPIA™ APPLE BUTTER CLEANSING BALM

A cleanser launch that tapped into the viral trend of butter skin.

Testimonial

“Libby is an incredibly talented writer and such a joy to work with. She’s a dream collaborator that ensures both messaging and design needs are met. Partnering with her was the most positive and seamless experience.”

Meredith Matia, Senior Design Consultant

HOLIDAY 2025: THE ORIGINS GIFTING TREE

A fun, whimsical, on-brand play on a key symbol of the holiday season.