Hello, I’m Andrew Baker

Creative director and brand strategist. I build brands that feel, not just look good. Over a decade in beauty. Countless launches. Zero beige.

UOMA Beauty - Radical beauty launch with a fierce cultural beat.

UOMA Beauty - Radical beauty launch with a fierce cultural beat.
Disney100 x Charlotte Tilbury - An enchanted collaboration. Experienced by millions.

Disney100 x Charlotte Tilbury - An enchanted collaboration. Experienced by millions.
Estée Lauder - Double Wear or nothing.

Estée Lauder - Double Wear or nothing.
Charlotte Tilbury – Plumpgasm: Plump. Plump. Pout.

Charlotte Tilbury – Plumpgasm: Plump. Plump. Pout.
The GelBottle Inc. – BIAB™: Trademark reclaimed.

The GelBottle Inc. – BIAB™: Trademark reclaimed.
Cult Beauty - Reawakening beauty: the summer after lockdown.

Cult Beauty - Reawakening beauty: the summer after lockdown.
UOMA Beauty - Designing products as bold as the beauty they deliver.

UOMA Beauty - Designing products as bold as the beauty they deliver.
Charlotte Tilbury – Hollywood Highlighter: The beauty glow tricks of the stars

Charlotte Tilbury – Hollywood Highlighter: The beauty glow tricks of the stars
Olivia Palermo - Fashion-forward beauty, redefined.

Olivia Palermo - Fashion-forward beauty, redefined.
Ouronyx - Building a new standard for luxury clinics.

Ouronyx - Building a new standard for luxury clinics.
Max Factor - Old Hollywood, new rules.

Max Factor - Old Hollywood, new rules.
Charlotte Tilbury - Magic Cream for Every Body.

Charlotte Tilbury - Magic Cream for Every Body.
Estée Lauder - Pure Color Envy. A New Attitude.

Estée Lauder - Pure Color Envy. A New Attitude.
Disney100 x Charlotte Tilbury - 10 Characters Reimagined

Disney100 x Charlotte Tilbury - 10 Characters Reimagined
Charlotte Tilbury – Quick & Easy: Fast, flawless, and TikTok viral.

Charlotte Tilbury – Quick & Easy: Fast, flawless, and TikTok viral.
self-portrait - the flagship where luxury meets the street.

self-portrait - the flagship where luxury meets the street.
Charlotte Tilbury - Oh My Airbrush Flawless

Charlotte Tilbury - Oh My Airbrush Flawless
Charlotte Tilbury - Darlings, it’s not just skincare—it’s a glow ritual.

Charlotte Tilbury - Darlings, it’s not just skincare—it’s a glow ritual.
UOMA by Sharon C - Loud. Joyful. Built to disrupt.

UOMA by Sharon C - Loud. Joyful. Built to disrupt.
Charlotte Tilbury - Beautiful Skin Collective Work. Social-Sensation. Wow. Iconic.

Charlotte Tilbury - Beautiful Skin Collective Work. Social-Sensation. Wow. Iconic.

About

Delight is my creative archive. A decade of brand and campaign work across beauty, built with Charlotte Tilbury, UOMA, Estée Lauder, Cult Beauty, and more. I'm currently Brand & Creative Director at The GelBottle Inc., leading brand and creative in-house. This site holds the work that got me there, plus whatever I make outside the day job. Not actively taking on new projects, but always happy to talk shop.
Reach out below.

Where I Play

  • Defining the story, strategy, and soul of beauty brands.

  • Shaping distinct visual identities, packaging, and design systems.

  • Crafting bold, multi-channel concepts that connect and resonate.

  • Developing tone of voice, messaging, and digital narratives that stick

Brands I’ve Worked With

Charlotte Tilbury

Cult Beauty

UOMA Beauty

MAC

La Mer

Kiko

The GelBottle Inc.

Estée Lauder

Max Factor

Sir John

Olivia Palermo

Sophia Webster

self-portrait

Swarovski

Disney100

British Fashion Awards

Target

Unilever Prestige Beauty