Xtava: A Brand Evolution for Every Hair Type
Xtava was founded to provide high-quality, affordable hair styling tools for all hair types. As the brand evolved, we refreshed its identity—revamping the logo, colors, fonts, and tone to create a cohesive and inclusive look. This transformation extended across all platforms, reinforcing Xtava’s commitment to hair health, accessibility, and diversity.
To showcase the brand’s versatility, we produced 12 step-by-step hair tutorials featuring real women with diverse hair textures and lengths. I oversaw casting and design direction, ensuring the brand’s application remained authentic and cohesive. We also conducted lifestyle shoots, capturing natural beauty and effortless styling with Xtava products.
Building on this momentum, we launched Xtava Styling Squad, a new line of CPG products designed to complement Xtava’s hot tools. From research and messaging strategy to packaging design and content development, we crafted a seamless brand experience. We also introduced a custom hair quiz to microtarget specific hair needs, further personalizing the customer journey.
The result? A refreshed brand that continues to thrive as one of Amazon’s top hair care names—recognized by The Today Show, Bustle, Refinery29, and Nylon Magazine.