Journey with kyutee
I joined the Kyutee team in 2020 when the brand was just beginning to shape its identity. One of our first big initiatives was tied to the U.S. election. We partnered with When We All Vote, Michelle Obama’s non-partisan campaign, to launch nail designs that encouraged voter participation.
The team worked hard to make the message accessible and exciting. Our goal was to use beauty as a way to inspire action. It was a rewarding experience to contribute to something with real social impact.
who is kyutee?
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who is kyutee? *
Kyutee was a new brand in a competitive space, so our team had to think creatively. Without a large budget, we focused on strategy—studying the market, reviewing competitors, and exploring influencer partnerships.
We asked ourselves:
Who would be genuinely passionate about our message?
How could we build trust and spark interest through design and community?
These questions helped guide our outreach. The results were a testament to thoughtful planning, strong teamwork, and a shared belief in what we were promoting.
THE INSIGHT
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THE INSIGHT *
As someone who enjoys watching RuPaul’s Drag Race, I was inspired by the outspoken creativity of the queens—especially their ability to use their platform to advocate for causes they care about. It made me think: what if we invited that same energy into our campaign?
Together with the team, we explored how drag artists could help share our message in a bold but authentic way. Their involvement wouldn’t just bring flair—it would also add trust and visibility. Since our proceeds supported When We All Vote, the connection felt natural.
So, we reached out—and Aquaria said yes.
the success
This was a proud team moment. Together, we created a bold visual campaign that was shared by Aquaria, a well-known drag artist. Thanks to her post and support from the client’s own channels, the campaign gained strong engagement and visibility.
It wasn’t just about reach—it was about the message. By combining powerful visuals with a civic theme, we connected with audiences in a meaningful way. This success was the result of close collaboration between the brand, creatives, and community voices.
wall of influencers
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wall of influencers *
