To mark 10 years of Revolution Beauty, I worked with CULT’s smart strategists to redefine the brand’s mission, cementing its place as a community-first, social-driven beauty leader. Rather than a one-off campaign, a long-term strategic proposition was developed that would revolutionise how the brand engages with its audience.

Enter The Revolution Generation aka #RevGen - Revolution Beauty’s biggest-ever ambassador program, designed to reshape its relationship with creators and consumers. This initiative invites anyone who loves beauty - regardless of follower count - to become a brand ambassador, create content, share feedback and be rewarded for their participation.

As CCO, I led the development of this transformational initiative, evolving Revolution Beauty’s brand positioning and launching a community-powered movement that will shape the brand’s future for the next 10 years.