Frost

Frost is a skincare brand for reactive skin, with a facial mist, a cream and a balm. Its idea is a short routine twice a day in place of strong actives that skin has to be eased into.

This job was the brand and the product pages, not an online store. What it needed was a site that explains how the brand thinks about skin and what each item does, before anyone decides to buy through any channel.

The home page opens on CALL FOR THE COLD above a giant FROST, with the mist bottle standing in the O and a snow mountain behind. Under it, a row of product thumbnails sits around an Explore button.

The palette runs five shades, from near-black navy through blue, pale blue and ice to white. Playfair Display sets the headings in roman and italic, with the italic kept for lines in the brand’s own voice, like "that is the whole ritual". Figtree sets the text, which reads comfortably at length on a phone.

The journal is a plain list: each entry shows its topic, reading time, headline and a small picture, across three topics, skin science, routines and sourcing, so the brand can keep adding stories without the page changing shape.

The customer section sets a portrait and a large italic quote on deep navy, under the heading "What changed, in four weeks", so the result is told in a user’s words rather than the brand’s.