TRUTH + BEAUTY
Roslyn, New York
Bravo reality star Cori Goldfarb envisioned a 5,000-square-foot “beauty playground” and enlisted LEXI Design to help bring it to life. Known for its cutting-edge treatments and elevated brand experience, Truth + Beauty became a standout in the medspa industry. After a successful 12-year run, it was acquired by the nationally recognized and celebrated SkinSpirit—a true testament to its impact and staying power.
BRAND IDENTITY
LEXI Design created a bold, feminine, and forward-thinking brand identity that reflected Truth + Beauty’s unapologetic approach to aesthetics. From the iconic pink palette to modern, playful typography, every element was designed to capture attention, spark curiosity, and celebrate confidence. We designed a custom wallpaper using the brand’s iconography—at first glance, it resembled abstract art, but up close, every detail revealed a hidden layer of branding woven into the very walls of the space.
BRANDED DETAILS
From custom retail displays to a branded ‘Beauty Journal’ that documented your results, LEXI Design ensured every touchpoint within Truth + Beauty felt cohesive, elevated, and unmistakably on-brand. The result was a fully immersive experience that blended beauty, luxury, and a touch of fun. As part of our mission-driven branding, we also created a custom Truth + Beauty necklace, with proceeds supporting Breast Cancer Awareness, infusing purpose into the brand’s aesthetic.
PRIVATE LABEL PRODUCTS
LEXI Design developed a sleek, feminine packaging concept for Truth + Beauty’s private label skincare line, balancing playful charm with clinical credibility. The result was a product collection that looked right at home on spa shelves and in clients’ vanities alike.
MARKETING CAMPAIGN
At Truth + Beauty, the branding didn’t stop at the logo—it became the star of the show. LEXI Design transformed the spa’s iconic symbol into a dynamic marketing tool by reimagining it each month with new backdrops inspired by holidays, seasons, and promotions. Whether it was adorned with icy metallics for winter, soft florals for spring, or bold neons for a summer product launch, the evolving icon became an eye-catching visual cue that something exciting was happening.
