ULTIMATE BEAUTY - ongoing commercial photography collaboration. My work with Ultimate Beauty started in 2023 and continues today. Over the years, I’ve created an extensive library of product photography for the brand’s social media, built around its playful, feminine and unmistakably pink visual world.

As the Estonian distributor of French beauty brand Biocyte, Ultimate Beauty also connected me directly with the brand for dedicated product shoots.

The collaboration has since expanded beyond social media, with my photography now also used on digital displays outside the Ultimate Beauty studio. With such a colourful and playful product range, each shoot offers a new opportunity to create something different while staying within a recognisable visual language.

PLUMME - photography from brand launch to ongoing visual communication. I worked with Plumme from the very beginning, creating the first product photography for the brand’s website and later developing its visual content across several years.

Our shoots followed the natural rhythm of the product - from summer campaigns created during the short plum season to winter and holiday content. Over time, the photography expanded from product-focused imagery into lifestyle and model-based content, while keeping the product and its distinctive plum identity at the centre.

Across several years of collaboration, we created a visual library that continued to represent the brand long after the individual campaigns were produced.

LASHWEB - since 2025, we’ve been creating product photography for Lashweb’s social media, building each shoot around a different concept while keeping the overall visual language playful, feminine and bold. From glossy pink setups to chocolate, ice cream and seasonal campaigns, the product becomes part of a playful visual world rather than simply being photographed on its own.

WHOLENESSLY - Art Direction & Campaign Photography. For Wholenessly, I developed the full creative concept for a beauty ritual campaign - from the initial idea and visual direction to location, casting, styling and beauty references. I art directed the shoot, photographed both product and lifestyle content, and brought in a videographer to create supporting video. The final campaign was developed as a complete visual library for the brand’s website, social media, blog and wider digital communication.

LUUV - Creative Test & Product Photography. A self-initiated beauty shoot created to explore texture, colour and product close-ups. I approached LUUV with the idea of experimenting with their lip products, creating a series focused on the glossy, tactile qualities of the formulas. The resulting images were shared with the brand and became both a personal creative study and a set of visual assets for their use.

THE CULT FACE - I worked with The Cult face across several shoots, creating visual content for the brand’s digital communication and product storytelling. Some shoots were developed closely with the founder, while others gave me the freedom to build the visual concept independently - from the setting and styling to the final photography.

One of my favourite projects was a summer campaign shot by the lake, where I developed the concept around warm evening light, water, fruit and the feeling of a slow summer beauty ritual. Working with The Cult face gave me the opportunity to approach beauty photography beyond traditional product shots - creating an atmosphere around the products and showing how they could become part of a lifestyle.

LUXNAILS - Visual Direction, Art Direction & Photography. What started as product photography gradually grew into a long-term collaboration spanning several years. I took responsibility for the brand’s visual direction and photography, working alongside a colleague who led graphic design, branding and marketing communication.

Together, we shaped the brand’s visual presence across multiple touchpoints - from new product launches and their branding to campaigns, social media, website visuals and seasonal communication. Each new collection became an opportunity to build a complete visual world around the product rather than simply create content for it.

The collaboration also became an important space for experimentation. We developed a dedicated approach to photographing gel textures, exploring light, colour, gloss and movement until the product itself became the visual subject.

BERRICHI - Product & Lifestyle Photography. For Estonian skincare brand Berrichi, I created a series of product and lifestyle images designed to show both the products and the thoughtful details of their packaging.

One of the key challenges was capturing the semi-transparent packaging and refill system clearly while keeping the imagery clean, light and premium. I photographed the campaign together with a colleague who handled the post-production, allowing us to carefully balance transparency, colour and product detail.

Alongside clean product imagery, I created warmer lifestyle compositions to give the brand a more varied visual library for its website and digital communication.