Transforming self-doubt into self-care. Creative professionals face relentless pressure, with the Mentally Healthy 2024 survey revealing that 70% experienced significant burnout in that year. What was once an occasional struggle has now become a pervasive challenge.
Re:Label emerged within this context: a skincare concept designed to confront the persistent, critical inner voice that often accompanies creative exhaustion.
Developed as a limited-edition trilogy of skincare rituals. Each bottle arrives fully mixed and ready to use, yet its design invites continued authorship: bottles can be reused, refilled, and reimagined, turning self-care into a reflective, self-directed ritual.
Re:Frame — Cleanser for the Inner Critic
A gentle reset that turns harshness into self-honesty.
Re:Claim — Balm for the Spiralled
Soothes what has been held too long, restoring calm and forward momentum.
Re:Surface — Exfoliant for Second Guessers
Polishes hesitation to reveal what is true beneath.
A series of limited-edition posters were released to accompany each set, extending the ritual into visual form.
Re:Label converts doubt into direction, making self-care a practice of insight, authorship, and calm.
Completed in 2025.
Photography and Filmography by Toh Xing Jie.