Client · 2025–2026
Korean Beauty House
Not posts. Formats — a feed built to be made again next week.
Social Media Manager & Head Graphic Designer
Not posts.
Formats.
Instagram and TikTok for Germany’s largest K-beauty retailer. Eighteen months, two channels, one system.
Which toner pad suits your skin
Your skin type is the key
The anti-acne cocktail
The format that teaches
Skin school
The one that earns the follow. Which product for which skin type, what an ingredient actually does, why the order of a routine matters — answered in fifteen seconds without a single word of marketing.
It is built to be made again: a fixed opening frame, a fixed place for the question, a fixed place for the answer. Anyone on the team can shoot one.
MISSHA Mega Volume Mascara
ARENCIA Rice + LHA Pore Control Cleanser
LADOR Keratin Layered Oil Mist
The format that sells
The product, up close
Texture, pack, swatch, and the light doing the work. Korean packaging is designed to be handled, so the camera handles it: the cap coming off, the essence pouring, the pad lifting off the stack.
No claims on screen that the bottle does not already make. The job of this one is to make you want to touch it.
Over fifty Korean brands in one shop
The mask bar
You voted, we delivered
The format that proves it is real
The shops
Twelve stores is the thing no competitor online can answer, so the feed goes inside them: the shelves, the mask bar, an opening day, the queue.
It is also the only format where the customer is on camera. Everything else is product; this one is people, and the difference is the point.
Holiday glow-up: skin, hair, makeup
Hand luggage only: the must-haves
SPF, hydration and cooling down
The format that has a date on it
Seasonal
The advent calendar, brand takeovers, the launches that have to land on a specific morning. These are the ones with a deadline attached and a campaign behind them, and they are where the identity gets stretched furthest without breaking.
Everything else in the feed is designed to be repeatable. This is the part that is allowed to be a one-off.
Every week, in the same shape.
Social media management, art direction, design and edit: Ameer Al-Ayyash. Products and store photography: Korean Beauty House.
All 20 posts
The brief.
Korean Beauty House sells Korean skincare in Germany — ten shops here, two in Austria, and a webshop behind them. I ran both channels and made what went on them: the account and the artwork were the same job.
Skincare is bought on trust, and trust on social is built by turning up in the same shape every week. So the work was never a stream of posts, it was a small set of formats, each one recognisable in the first half second and each one repeatable by somebody who is not me. That is the difference between running a feed and filling one.
Everything is vertical and everything is silent. A skincare video is watched with the sound off, held in one hand, with a thumb already moving — so the first frame has to say what the video is, the text has to be legible at arm’s length, and the product has to be on screen before anyone has decided to stay.
German audience, Korean products, and a category full of words nobody has to know: essence, toner pad, double cleanse. A good half of the job was translation — not language, but turning an ingredient list into a reason to care.
The grid is a design object in its own right. Anything posted is also a square in a wall of squares that people scroll past in one go, so covers were composed to sit next to each other: alternating weight, never two of the same format side by side, the brand’s blue carried at a steady rhythm down the column.
Eighteen months, two channels, twelve shops to speak for, and a post about every second day. What was actually built, though, was the set of formats — and the account is still running all four of them: the skin-type explainer, the product in close-up, the shop, the seasonal push. A format that outlives the person who made it is worth more than a number, because it is the only proof that the thing was a system rather than a streak.
Germany’s largest K-beauty retailer, across Instagram and TikTok. Not a set of posts — a set of formats, made to be repeatable by design.
- Client
- Korean Beauty House
- Role
- Social Media Manager & Head Graphic Designer
- Year
- 2025–2026
- Disciplines
- Social media, Vertical video, Art direction, Content systems
- Tools
- Photoshop, Illustrator, Premiere Pro, After Effects, CapCut
Next project
fahren-ohne-mpu.com
A brand built to be believed