The wordmark is set in a high-contrast serif, with the dot over the “i” replaced by a water droplet. It ties the name to ideas of hydration and skin health, and gives the wordmark a character that most aesthetics brands don’t have.

The illustration is a continuous line drawing of a woman’s face and neck, with the PS monogram worked into the composition in a scripted font designed to read as flowing hair. Once you notice the letters, the illustration becomes harder to forget and easier to identify.

The palette is built around a deep teal primary, with pale mint, white, and black as supporting secondary colours. Teal is vivid and distinctive in a market where most competitors default to white and pale pink, and black gives the logo a sense of luxury when shown in monochrome.