19/99

Integrated Award — Branding Program & Campaign

Concrete

Toronto, Ontario, Canada

19/99 Beauty originated as the post-graduate thesis project of one of its founders. The brand was established to challenge the prevailing youth-focused narrative of contemporary culture, emphasizing that beauty norms—often dictated by age, position or status—are fluid and should be reimagined. Concrete developed a comprehensive brand identity that fosters an inclusive, multi-generational dialogue about beauty, spanning ages 19 to 99.

Launched online in spring 2020, the brand quickly gained traction and was picked up by notable retailers including SSENSE, Farfetch, Goop, Detox Market, Space NK and Browns Beauty in the UK. Its most recent campaign reinforced its ethos of age diversity and self-expression through bold, striking and unexpected imagery. Alongside digital assets, Concrete created brand cards, oversized posters and limited-edition ephemera, all featuring expressive typography and visually impactful design.