A new visual language helped Kaya shed its clinical image and shift to a more holistic, natural vision of beauty that encompassed hair, body and skin. Evocative, black and white portraits brought a poetic authenticity to the promise of perfection at the core of the brand. All at once, beauty was up-close and personal and Kaya’s call to become the best version of yourself, through its vast line-up of expert treatments, was resonating with customers across the board.
