The largest Ukrainian beauty retailer Makeup is changing the urban landscape: with the help of art branding, it is transforming its own post offices into elements of the urban art environment.
The perception of beauty has changed significantly in recent years. It is no longer limited to cosmetics or care rituals: beauty is increasingly manifested in interaction with space and in the details of everyday life. That is why the largest Ukrainian beauty retailer Makeup is transforming the urban landscape through art branding of its own post offices.
Makeup conceived the project as part of its mission – to integrate beauty into people's daily itineraries, making it accessible not only at the time of purchase, but also in the process of urban life.
The project became a logical continuation of the brand's philosophy – to integrate beauty into everyday life, to make it a part of life, and not just the moment of purchase. Now the point of receiving the order becomes a point of emotional contact.
Post office as a new form of interaction
As an online service, Makeup does not have its own storefronts. Their role can be performed by post machines – a utilitarian, familiar urban object. According to the retailer's idea, within the framework of art branding, post machines receive their own visual plots and thereby turn into cute, warm, ironic interactive installations – with a mood, character and the possibility of dialogue with the viewer. The plots can be put together into a witty beauty comic: here is a DJ console, a metaphorical beauty bike, a surfer on a beauty wave. This is an attempt to create a moment of slowing down, playing and elevating the mood in the hustle and bustle of a big city. And even a short stop at a post machine can turn into an unexpected encounter with art.
An open platform for new names
Makeup positions the initiative as a long-term platform for collaboration with designers and artists. The first wave of art branding was joined by Yelizaveta Tymoshchenko, Liliya Hryb, Daria Masliy, Dina Onyshchenko, Kat Sotnikova, and Denys Romasenko. The names of the authors are indicated directly on the objects – like a signature on a canvas in a gallery or museum.
The brand openly invites independent designers to propose their own ideas for the next waves of the project, expanding opportunities for creative expression in public space.
The city as a gallery
In a global context, design is increasingly moving beyond galleries and becoming part of the urban environment. So the first wave of Makeup art branding is just the beginning of a long story. The format remains open to new visual languages and new authors, creating a space where art naturally weaves into the daily rhythm of the city.
