In the world of luxury wellness, fragrance, and body care is more than science, it’s sensory design.
Behind every beautifully bottled or transformative lotion is a deliberate, layered process guided not only by cosmetic chemistry but by creative vision.
As Creative Director of Atenai London, my role isn’t just about aesthetics or storytelling, it’s about curating every element, from ingredients to experience, into a ritual worth returning to.
From vision to vessel: The creative bodycare process
At the start of every product lies a question: How do we want people to feel? For Atenai London, that question drives everything, from mood-first formulation to the final texture, scent, and packaging.
The process begins with mood boarding: visual, tactile, and olfactory inspiration that anchors the product’s emotional intent. Is this product calming or energising? Does it soothe, ground, or uplift?
From there, the product brief evolves, pairing this emotional direction with functional skincare goals, whether hydration, moisturising, or barrier support.
Next, the R&D phase begins.
Here, product developers, chemists, and perfumers work in harmony to bring the concept to life. Texture, absorption, efficacy, and scent all must align because in a true luxury product, nothing is an afterthought.
How briefs are written for manufacturing body care products
Creating a successful body care product, such as hand washes, body lotions, and hand creams, requires careful planning and clear communication between product developers and manufacturers.
A key part of this process is writing a detailed product brief, which serves as a blueprint for the entire development cycle. This document outlines product specifications, desired ingredients, packaging, branding, regulatory considerations, and target market expectations.
The role of collaboration in brief development
A well-crafted brief requires input from multiple stakeholders, including:
• Marketing Teams: Define brand identity and customer appeal.
• R&D and Formulation Experts: Ensure feasibility and compliance.
• Manufacturers: Provide insights on production capabilities and cost efficiency.
• Regulatory Specialists: Validate safety and legal adherence.
A comprehensive product brief is a critical foundation for developing high-quality body care products. By clearly outlining expectations, specifications, and regulatory guidelines, brands and manufacturers can work together efficiently to bring innovative, effective, and market-ready products to consumers.
As a creative director I become very much like the glue in between all these departments and structures.
A well-structured product brief includes the following essential elements:
Product overview and objectives
This section outlines the purpose of the product, the specific problem it aims to solve, and its unique selling points (USPs). For instance, a hand cream brief may emphasize deep hydration for dry skin, natural ingredients, or a fast-absorbing formula.
Target audience and market positioning
Defining the target consumer is crucial. A brief should specify age group, skin type (sensitive, oily, dry), lifestyle preferences (organic, vegan, cruelty-free), and price positioning (luxury, mid-range, or budget-friendly).
At Atenai London we wanted to bring formulations that would be:
Gentle, Gender-Neutral, Cruelty Free, UK Made, Vegan Friendly, Paraben Free, Palm Oil Free, Phthalate Free, Sulphate Free, Formaldehyde Free, Silicone Free.
Active Ingredients: Where nature meets performance
Luxury skincare, body care must deliver both experience and efficacy. That’s why active ingredients are selected not just for clinical performance, but also for how they support the overall emotional and sensory profile of the product.
At Atenai London, we blend cutting-edge science with time-tested botanical ingredients. Here are some of the actives that form the backbone of our formulations:
• Aloe Vera – Known for its soothing, cooling, and hydrating properties, aloe vera is a natural skin soother. It helps calm irritation, reduce redness, and support moisture retention, making it ideal for sensitive or post-sun skin.
• Niacinamide (Vitamin B3) – A multitasking hero that strengthens the skin barrier, reduces inflammation, evens skin tone, and boosts hydration. Its versatility allows it to pair well with both energising and calming fragrance blends.
• Macadamia Oil – Rich in essential fatty acids and squalene, macadamia oil closely mimics the skin’s natural oils, helping to deeply moisturise without clogging pores. Its lightweight, silky texture makes it a luxurious base for body creams and oils.
• Argan Oil – Often called “liquid gold,” argan oil is packed with antioxidants, vitamin E, and essential fatty acids. It nourishes and protects while adding a natural glow—perfect for dry, dull, or mature skin types.
• Vitamin E (Tocopherol) – A powerful antioxidant that protects the skin from free radical damage while supporting overall skin health and moisture balance. It also works synergistically with other oils to improve product stability.
These ingredients are not just functional—they’re part of the sensorial design, chosen for how they feel on the skin, how they absorb, and how they pair with the fragrance narrative of each collection.
Fragrance: The emotional signature
Fragrance in skincare is often polarising but at Atenai, it’s purposeful.
Unlike many brands that treat scent as a last-minute add-on, Atenai begins with fragrance. Each body care collection is infused with a perfume-grade signature scent, developed in collaboration with master perfumers.
These scents are chosen for their emotional resonance and layered complexity, whether it’s the grounding calm of Sanctuary (Rose & Frankincense), the gently, balanced and relaxing feeling of Oasis (Bergamot & Sandalwood) or the gentle energy of Blossom (Orange Blossom & Cedarwood).
Each scent is carefully dosed to maintain skin sensitivity standards while creating a cohesive, immersive experience across body care and home. The result is a product that not only performs but transports.
Packaging and design guidelines
The packaging brief specifies bottle or tube type, material (plastic, glass, sustainable options), dispensing mechanism (pump, squeeze tube), and branding elements (logo, colour scheme, typography). It should also consider practicality, recyclability, and user experience.
For example, our bottles are crafted from 70% PET and 30% rPET, significantly reducing emissions compared to virgin plastic. We also use recyclable pumps and outer boxes, designed with minimal ink to reduce waste.
For us it is about minimalistic luxury, and a design that exudes elegance and beauty.
Regulations & Manufacturing: Crafting with care
To meet safety and legal standards, a brief must address compliance with global or regional regulations, such as:
• EU Cosmetic Regulations (1223/2009)
• US FDA Cosmetic Guidelines
• ISO 22716 (Good Manufacturing Practices for Cosmetics)
• IFRA Standards
So, behind the sensory magic lies rigorous compliance. Skincare and body care development must navigate a tight landscape of safety, regulation, and consistency, especially within the UK and EU, where cosmetic regulations are among the strictest globally.
Key regulatory considerations include:
• Ingredient Safety & Documentation: Every ingredient must be listed with its INCI (International Nomenclature of Cosmetic Ingredients) name and assessed for safety by a qualified cosmetic safety assessor.
• Product Stability Testing: Ensures the formula maintains its performance, safety, and appearance over time and under different conditions.
• Microbiological Testing: Confirms the product is free of harmful microbes and safe for repeated use.
• Fragrance Allergen Disclosure: EU regulations require the disclosure of 26 known fragrance allergens if present above certain thresholds, even in natural essential oils. Though in the UK that is not necessary thus far, we decided to go as transparent as possible and adhere to the most stringent regulation.
• Packaging & Labelling: All packaging must include required legal information—INCI list, batch number, PAO (period after opening), and responsible entity.
• IFRA (International Fragrance Association): IFRA standards are guidelines and recommendations developed by the industry to ensure the safe use of fragrance ingredients in products.
Manufacturing partners must meet GMP (Good Manufacturing Practice) standards, and for premium brands, additional layers like batch tracking, sustainable sourcing, and ethical labour practices are non-negotiable.
The Result: Ritual, not routine
The final product isn’t just a hand cream or a body lotion, it’s a sensory tool for emotional connection. It’s the moment you breathe in a scent and feel instantly grounded. It’s the texture that melts into skin and marks the transition from doing to being.
Creating skincare and body care products is a sophisticated process that combines science, technology, and innovation.
Each formulation undergoes stringent quality control and dermatological testing to ensure safety, efficacy, and consumer trust.
As the skincare industry advances, there is a growing emphasis on sustainable and eco-conscious ingredients that deliver powerful results while respecting both the skin and the environment.
From a gentle hand wash to a nourishing body lotion, or a deeply restorative hand cream, every product is thoughtfully crafted to support skin, health and enhance overall well-being.
As Creative Director of Atenai London, my role is to curate all of that, what’s seen, what’s felt, and what lingers long after. In skincare and body care, beauty is function, and function is feeling. And when done well, it’s not just a product. It’s a ritual.
