Nine tiles, three pillars.
A science-backed skincare brand needed its feed to hold a bigger story than any single product shot could tell. Nine posts now carry that system in rotation, moving between the product itself, the person actually using it, and the science that ties the two together.
Being right isn’t what stops a scroll.
Actives, percentages and barrier function are exact language, and the brand had no shortage of it. What it didn’t have yet was a reason for anyone to stop scrolling long enough to read any of it.
That reason is what the system had to be built around: something that could carry a full grid without ever repeating itself.
Two devices are doing all the work.
Two visual devices repeat across the account, and each one is doing a different job: a leader dot names one claim at a time on the product and lifestyle tiles, while a corner bracket frames a single term on the educational ones. Bold capitals carry both, with one word set oversized and in italic, the one meant to catch the eye first.
The palette comes straight from the photography. Every tone below was lifted from the drops themselves, chosen because it echoes real skin tones and natural colouring rather than a generic beauty palette dropped on top.
Three pillars, one feed.
One kind of tile, repeated nine times, reads as either an advertisement or a lecture, depending which kind you picked, which is why the feed runs on three instead. The product tiles are there to build desire, showing a single formula or moisturiser clearly enough that you want it. The lifestyle tiles do something quieter: the same product, on skin, actually doing what it claims to do, which is usually what makes people trust it in the first place. And the educational tiles earn the credibility that makes the other two worth believing, working through the science one piece at a time.
No pillar runs twice in a row.
The actual skincare.
Several SKUs, shown within their own posts with callouts highlighting the benefits of each.
3 tilesThe formula, in use.
The same product on skin, in the moment it is actually meant for. Easiest to trust once you have seen it on someone.
2 tilesThe reasoning behind it.
One piece of the science, explained in a sentence anyone can follow. No dermatology degree required.
4 tiles
Sébium Hydrating Moisturizer
A lightweight moisturizer that absorbs without the greasy residue, non-comedogenic and unscented. Built for skin that needs moisture, not more product.
Barrier
The outermost layer of your skin does more work than any product on your shelf. Compromise it, and the rest of the routine works harder for less.
UV Filters SPF 50
Your last step, every day, rain or shine. Lightweight finish, daily protection, no excuses.
Emollient
Smooths and softens the skin's surface. Unlike a humectant, it doesn't draw in water. It helps fill the gaps between skin cells.
A real refresh in every drop
Antioxidant protection, deep hydration, both in one lightweight drop. This is what a real refresh actually feels like.
Humectant
Humectants draw water into the skin. They do not lock it in on their own, which is why the next step in the routine matters just as much.
Squalane Foaming Cleanser
Gentle enough for daily use, effective enough to actually remove the day. Soft foam, fresh finish, no stripping.
pH 5.5
Healthy skin sits slightly acidic, close to pH 5.5. Most bar soap sits closer to pH 9, which is exactly why it leaves skin tight.
The four-step routine
Four steps, four jobs: cleanse, treat, moisturise, protect. The routine does not need to be longer to work harder.
The grid, assembled.
Product, lifestyle and educational tiles rotate through the grid in that order, keeping the same pillar from sitting beside itself in either direction.
Nine posts, three jobs, and a grid that feels like one thing instead of three.
