We made a makeup brand that picks fights.
Result — three drops sold out, into 400 doors.
01 — The brief
RIOT launched into a beauty aisle of blush pinks, rose-gold foil and "clean-girl" restraint. The pigment in the bullet was loud and uncompromising — the box around it looked like everyone else's.
They wanted a brand as bold as the color payoff — one that earned a double-take from across the shop floor. The brief: "Make it impossible to ignore at arm's length."
A loud color in a quiet box is a wasted shot.
02 — The idea
Make the brand something you carry. The loudest swatch in the aisle, printed onto a numbered member card — so RIOT stops being a product and becomes a gang.
One brutal wordmark, one screaming pigment, on a card people actually keep. Membership turns a single purchase into a habit — and a buyer into a regular.
Matte black, one spot-gloss slash of the wordmark, a single number laser-etched under 9,999. It costs less than a sample sachet and outlives every campaign — nobody throws away proof they were here first.
03 — The work
Fig. 01 — The range / color, not packaging
Fig. 02 — Pigment swatch macro
Fig. 03 — Retail wall / impossible to scroll past in real life
04 — The membership
The card isn't swag — it's the loyalty engine.
Every RIOT order ships with a numbered member card. It's the cheapest thing in the whole system and the reason the second purchase happens at all.
01
Numbered, never generic
Each card laser-etched with a member number under 9,999. Belonging you can hold — and flash at the register.
02
First blood on every drop
Cardholders shop a full 24 hours before the public. Most shades are gone before the launch even posts.
03
Shades you can't buy
One members-only pigment a season. Never restocked, never sold loose — the card is the only way in.
05 — The result
drops sold out, no restock
stockist doors in year one
sell-through vs. the category average
Next — 05 / PYRE