two parents, one new story
WorkCuratedLumatrait client

Curated / Brand launch

A new brand, born from Younique and Komingo. $3 million in sales in its first month.

Role
Lumatrait: brand strategy and positioning
When
2026
Disciplines
Brand strategy · Positioning · Design direction
Proves
Strategy first. The positioning led the design, and the brand sold from day one.
See the brand live
01

The Drift

Two companies, Younique and Komingo, set out to build something new together.

What wasn’t clear was how to merge the two and make it make sense.

02

The Straight Story

We positioned Curated as creator-controlled commerce: not just a marketplace, but a house of brands. Komingo was rebranded as Curated, and Younique moved inside it as an in-house brand. The strategy and positioning came first, and the brand design followed.

The positioning we held
“Creator-controlled commerce.”
03

The Receipts

Every number carries its source.
$3M
Sales in the company’s first month.
Source: Curated
Strategy
Set first. The positioning led the brand design.
Source: Lumatrait engagement
2 continents
North America and Europe: brands and customers in the US, Mexico, the UK and the EU.
Source: Curated
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