BeSilki was developed to connect with younger consumers—specifically those approaching or entering puberty—who are just beginning to navigate body care. Most existing depilatory brands lean toward a premium, cosmetic tone that can feel distant or unrelatable to this audience.

In close collaboration with Francia Beauty Group, we created a brand that feels approachable, fresh, and in tune with its users. The strategy focused on soft, honest communication, balancing a friendly tone with the key benefit of natural plant-based extracts across all SKUs.

The result is a brand that speaks directly to its audience, offering support and simplicity at a stage when confidence and clarity matter most.