Selected Work

    Brand, product and creative development across beauty and lifestyle.

    My work has ranged from building brands and developing products from the ground up to translating established ideas into new products, experiences and creative systems.

    The projects below reflect different starting points, but the role is often similar: clarify the idea, make the right development decisions and connect the people, products and brand thinking required to bring it into reality.

    Brand & Product Development

    Brand Strategy + Product Development

    Martinsson King

    From original idea to international beauty brand

    Created from the ground up in New York, Martinsson King began with an original personalised haircare concept and developed into an international beauty brand.

    As founder and creative lead, David shaped the brand proposition, product architecture and product development programme, working across formulation, laboratory and supplier relationships, packaging, creative direction, education and international market development.

    “Everyone can have an idea. Turning it into a reality that people actually want is very different. David has an eye for beauty, is relentless about quality and very conscious of cost. He’s also good at getting everyone engaged in the vision and keeping them to a timeline, suppliers included.”
    Anders Sjöstedt — Co-founder, Martinsson King
    Martinsson King haircare product range
    An original haircare portfolio developed from concept through formulation, packaging, production and international market launch.
    Martinsson King Dutch Beauty Award winner range, Clean Mousse Swedish Beauty Awards nominee, and Root Lift Danish Beauty Award winner

    Selected Recognition

    Dutch Beauty Award 2021

    Winner · Exclusive Hair Care

    Martinsson King Modular Hair Care series

    Danish Beauty Award 2021

    Winner

    Root Lift Dry Volume Spray

    Pure Beauty Global Awards 2021

    Finalist

    Style Memory

    Swedish Beauty Awards 2021

    Nominee

    Clean Mousse

    Product Development

    SPØL

    From product idea to warehouse

    Working from founder Nic Eimers’ original product idea, David translated the concept into a clear development brief and led the project through formulation, refinement, packaging and production. Working client-side, he coordinated the specialist laboratory and suppliers, assessed development samples, guided commercial decisions and maintained the original product ambition throughout the process.

    The result was SPØL Matt Clay: a distinctive styling product developed through multiple formulation rounds and taken into commercial production, with an initial run of 5,000 individually boxed units delivered to the Netherlands.

    SPØL Matt Clay professional styling product and campaign imagery

    Creative Product Development

    OmarOwen

    Translating journeys into fragrance

    OmarOwen is the creation of designer Edward van Vliet: a fictional explorer whose journeys through different cultures and landscapes are expressed through fragrance, with each scent capturing something of the atmosphere and character of a place.

    Working from Edward’s original narratives, David interpreted the creative vision behind OmarOwen and translated these imagined journeys into olfactive development briefs. He identified and engaged a specialist fragrance laboratory and worked alongside Edward through development and laboratory evaluation to completed fragrance samples.

    The project demonstrates how an abstract creative narrative can be translated into a tangible sensory product, connecting storytelling and creative direction with specialist product development.

    Four OmarOwen fragrance concepts developed from Edward van Vliet’s imagined journeys

    Different projects. Different roles.

    Not every project requires the same level of involvement.

    Sometimes the work begins with an undefined idea. Sometimes the product exists but the brand needs greater clarity. Sometimes the challenge is translating a creative concept into something specialist partners can develop.

    The common thread is experienced judgement across the decisions connecting brand, product and execution.

    Discuss a Project

    Whether the challenge is strategic, product-led or still taking shape, start by telling me what you are working on and where the project currently stands.

    Start a Conversation