Promotional feature

A new formula for KAESO

From the formulations to the photography, Kaeso’s relaunch connects nature’s intelligence with the possibilities of professional beauty

The 18-year-old professional brand Kaeso, which specialises in cruelty-free, vegan-friendly skincare, has relaunched with a new identity – including 45 reformulations and expanded treatment systems – bringing a richer spa experience within reach.

Unveiled at Professional Beauty London on October 4, with a campaign that gives the brand’s philosophy a striking visual presence, the Kaeso relaunch was inspired by observations of the natural world and a desire to delve deeper into the formulations.

“The rich, natural, saturated colours give each collection its own character, while the packaging and photography reflect the textures and sensory qualities of the products”

Formulas describe what lives inside a product: the considered combination of botanicals, vitamins and actives. Formulas also describe the mathematical patterns found in nature – including Fibonacci – which inspired the new Kaeso identity.

That relationship runs through the brand’s approach – a structured system of beauty, grounded in nature’s intelligence and guided by professional touch.

Nature, seen differently

The campaign expresses this thinking through rich, natural, saturated colour. Botanical references move beyond familiar greens into berry tones, earthy reds, deep blues and violet, creating a distinctive setting for each collection.

Within those settings, the photography explores connection. Paired figures, curved poses and sculptural hair echo the repetition and rhythm found in nature. Close images of hands and product textures bring the story back to the treatment itself: formulations meeting skin through the skill of a professional.

The behind-the-scenes photographs reveal how this world was built, from carefully styled studio portraits to warmer treatment settings. Together with the final campaign images, they show the relationship between the brand’s conceptual inspiration and the experience it is designed to deliver.

For therapists, that visual identity also has a practical role. Colour helps distinguish the collections, giving a broad professional portfolio a clearer, more connected presence on shelves and treatment trolleys.

“We wanted the new Kaeso identity to help set the atmosphere of a treatment room,” explains Emma O’Neil, head of beauty brands at Professional Beauty Systems. “The rich, natural, saturated colours give each collection its own character, while the packaging and photography reflect the textures and sensory qualities of the products. Together, they connect what a professional sees on the shelf with the experience they create for a client.”

The power of three

The same thinking informs Kaeso’s facial architecture. Each of its five facial systems has a distinct Tri-Complex – three complementary actives selected to address that range’s specific skin need.

B3 Calming serves sensitive skin with fragrance-free formulations, O2 Rebalancing addresses oily skin, H2O Hydrating supports normal and dehydrated skin, Vitamin C+ targets dull and sun-damaged skin, and Pro-Col addresses signs of ageing.

Among the combinations are niacinamide, allantoin and avocado oil in B3 Calming, and vegan collagen, hydrolysed soybean fibre and retinyl palmitate in Pro-Col. The Tri-Complex gives each collection a clear formulation story, helping professionals connect product selection with treatment purpose.

Pro-Col and Vitamin C+ have developed from three-product capsule collections into complete treatment systems, with larger professional formats extending their use in treatment rooms. The facial kit portfolio has also grown from three to five, offering a kit for every facial system.

Across the wider portfolio, 31 products are dermatologically tested and five are certified non-comedogenic. Chemical exfoliators join physical options, while new treatment protocols help professionals translate the products into complete services.

“Kaeso brings that fivestar attention to the experience at an accessible professional price. It’s a brand to learn with and earn with, from building confidence as a student to creating treatments clients value and want to return for”

From student to specialist

Accessibility remains central to Kaeso’s evolution. Its ambition is to put a fuller spa experience within reach, supporting students during their formative training years and professionals as their skills and businesses develop.

That means accommodating different ways of working. Common 195ml formats suit retail and mobile practice, while larger cleansers, toners and masks support treatment-room use. Selected hand and foot products are now available in one-litre formats.

The sensory character of the collections remains equally important: refreshing mint, mandarin and ginger profiles within pedicure; berry and citrus within manicure; and a fragrance-free approach for B3 Calming.

“Having led a five-star luxury spa, I know how much the quality of a treatment depends on the details: the texture of a product, the warmth of a wrap, the rhythm of massage,” says Laura Wilson, Kaeso brand training manager and luxury spa director. “Kaeso brings that five-star attention to the experience at an accessible professional price. It’s a brand to learn with and earn with, from building confidence as a student to creating treatments clients value and want to return for.”

Across Face, Body, Hands, Feet and Spa, Kaeso’s relaunch gives these individual experiences a shared identity. Nature provides the inspiration, formulation gives it purpose, and professional touch brings it to life.