MERIT Beauty

Aug 2025

MERIT Beauty’s campaign for the Great Skin Double Cleanse leans into an intimate, tactile aesthetic to spotlight the product’s hydrating properties. The imagery features model Alva Claire in a series of close-up and macro portraits that emphasize natural skin textures, prominent freckles, and a dewy, luminous finish. Photographer Betina du Toit captures the series with a focus on clean, minimalist framing and soft beauty lighting. The production is supported by fashion editor and stylist Dianna Lunt, hair stylist Kiyonori Sudo, and makeup artist Chiho Omae, who collectively maintain a refined, polished look. Casting direction by Clare Rhodes and set design by Rosie Turnbull ground the project in a cohesive, professional studio environment.

Vertical, Commercial, Clean

Macro

Skincare

Advertising Campaign