No supplier, no existing product, no physical inventory - just an idea. Built the full brand: name, story, two hero-ingredient collections, Discovery Kits, and a working Shopify Partner store.
Business Goal: Build a complete skincare brand from concept, with no physical product to source or photograph.
My Role: Brand strategy, product line development, AI photography direction, copywriting, Shopify store build.
Tools Used: Shopify Partners, DALL·E, Canva.
Business Impact: A cohesive two-collection product line with a tiered offer structure - Discovery Kits for first-time buyers, bundles for gifting and repeat customers.
"Haneul" (하늘) means "sky" in Korean - chosen to reflect the brand's aspiration toward purer ingredients and a more elevated skincare experience.
Full brand story, product philosophy, and ingredient reasoning written and published as the store's "Our Story" page.
With no physical product to photograph, every piece of Haneul Skin's packaging had to be designed from scratch in DALL·E. I set a fixed list of Core Product Rules upfront - packaging shape, gold accent placement, label layout, ingredient callouts - so every product in the line would look like it belonged to one real brand, not a set of disconnected AI images.
When a gap showed up (for example, a product missing its ingredient line), I updated the rule set and regenerated to close it - treating the AI output as a first draft to be checked and corrected, not a finished result to accept as-is.
Rather than one undifferentiated product, developed two hero-ingredient collections - mirroring real Korean beauty brand architecture and giving customers a clear "which line is right for me" choice.
Calming, barrier-repair focused. 5 products: Cleanser, Toner, Toner Pad, Serum, Moisturiser.
Hydration and glow focused. 5 matching products across the same routine steps.
Haneul Skin is a brand-new name with no track record, so a first-time visitor has no reason yet to trust it with a full-size purchase. I devised the Discovery Kit specifically to solve that hesitation - a low-commitment trial entry point, complete with reusable travel pouches and travel-sized products, that lets someone try the full routine before they're asked to commit.
The strategy behind it - two different buyers, two different offers:
Same core products, two different offers matched to two different buying motivations - trial vs. gifting/savings - rather than a single one-size-fits-all product page.
Expanded the Centella Cica collection with a new Toner Pad - full marketing image set including texture close-up, styled packaging shot, and a benefits-focused application image.
Live on Shopify:
"Haneul Skin Centella Cica Toner Pads" - $23.99 (compare-at $30.99), pre-soaked, mess-free application, with real product description and How to Use instructions.
Why this product, why this price:
Keeping AI photography consistent:
Rather than relying on prompt wording alone, I built a simple rule into the process: upload the actual Haneul packaging as the reference source, then have the AI audit its own output against that reference before showing it to me - if it didn't match (gold accents, marble/linen surface, soft natural lighting, green palette), it corrected and regenerated automatically, no back-and-forth needed. That's what kept every image across the Centella Cica line looking like it belonged to the same shoot, instead of visually disconnected one-off generations.
Built via a Shopify Partner development account - including both collections, bundles, both Discovery Kits, product pages with pricing/compare-at strategy, and the full brand story page.
