When I first read the statistic that 70% of people experience butt-related skin concerns, I immediately dug around to see if it was true. And it tracks. We all have a bottom, yet it’s one of those body parts that rarely gets the care or conversation it deserves.
Butt health has arrived. And for anyone seeking the smoothness of a baby’s bottom, Beam is the brand for that.
Beam offers hole masks (yes, that one), hemorrhoid treatments, keratosis pilaris solutions, and acne care. This wave of products reflects a new generation—especially Gen Z—who aren’t afraid to talk about their health openly and put a positive, even playful, spin on it. Think pimple patches shaped like stars and smiley faces. Gen Z is determined to put it out there, and honestly, I’m here for it.
The rebrand, designed by Brooklyn-based agency Saint Urbain, fully embraces this idea of taking what was once private and making it proud. It’s cheeky (literally) and refreshingly honest—proving that butt care doesn’t have to be taboo. “Everyone has a butt—and most people have issues with it,” says Alex Ostroff, Saint-Urbain’s founder. “So why not talk about it?”
Beam is about replacing shame with pride. We wanted to build a brand that felt fresh, joyful, and totally unembarrassed.
Alex Ostroff, founder of Saint-Urbain
Beam’s new brand system features an effervescent color palette and a logo that plays on the curves of a cute booty. The visuals bring accessible, everyday glamour to a not-so-glamorous category. The products demand to be on full display in your bathroom, and not hidden in a drawer. Beam is most definitely not your Grandma’s hemorrhoid cream packaging.
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