The Korean skincare brand Mamonde, once iconic but fading with younger audiences, needed a reset. Working with the strategy agency Maindai Loop I co-led the brand strategy and relaunch, defining a new purpose that reshaped positioning, product, and identity in collaboration with Happy F&B. Launched with a bold new stance, Mamonde quickly hit #1 at Korea’s top beauty retailer Olive Young and regained cultural relevance with Gen Z.