Theorem Haircare is a female-led, science-based brand built around root-to-end functionality with its core trio: Square Root Serum, Density Mask, and Sugar Pi Hair Oil. I led the creation of the entire brand identity and voice, from product naming to visual design. Working closely with procurement, I selected custom-colored premium packaging and directed all decoration choices. Theorem launched in Fall 2020, right in the middle of the global pandemic and volatile supply chain — a challenge I helped turn into a successful rollout. Through 2021, we continued expanding the line while navigating ongoing supply chain disruptions.