With lightning fast success and global expansion of the patented DIY lash extension system, the Lashify® visual identity expands by evolving the established brand language.
The restructured design system for product packaging and brand messaging introduces a robust new typographic system, saturated oil-slick color palette, and dichroic materials.
Special attention is paid to Lashify’s IP, terminology and technology in the design of marketing materials and innovation, like Lashify® A-Eye™– your AI lash identifier and customized prescription engine.
The restructured design system for product packaging and brand messaging introduces a robust new typographic system, saturated oil-slick color palette, and dichroic materials.
Special attention is paid to Lashify’s IP, terminology and technology in the design of marketing materials and innovation, like Lashify® A-Eye™– your AI lash identifier and customized prescription engine.
LASHIFY®
Founding Member
Creative Director
2024+ CASE STUDY
Founding Member
Creative Director
2024+ CASE STUDY
Visual Identity Evolution
Brand Guidelines
Brand Guidelines
Packaging System Design
Retail and Interior Design
Retail and Interior Design
Typography
Lashify’s expanding proprietary trademarks and consumer-facing language is articulated through a new typographic system amplifying Lashify’s voice across packaging, digital interfaces, and content. At its core is Graphik, the contemporary grotesque designed by Christian Schwartz. Chosen for its precision and versatility, Graphik is robust, with nine weights and eight widths allowing the brand to move from bold statements to informational hierarchy. Supporting the primary system is Starlight Drive, used as a secondary typeface to introduce expressive contrast and a conversational tone.
Lashify’s expanding proprietary trademarks and consumer-facing language is articulated through a new typographic system amplifying Lashify’s voice across packaging, digital interfaces, and content. At its core is Graphik, the contemporary grotesque designed by Christian Schwartz. Chosen for its precision and versatility, Graphik is robust, with nine weights and eight widths allowing the brand to move from bold statements to informational hierarchy. Supporting the primary system is Starlight Drive, used as a secondary typeface to introduce expressive contrast and a conversational tone.
The Packaging System Evolution
A SKU wide refinement of product naming rules and design system. The new typography brings clarity to the expansion of new products and categories, and to the evolution of updated formulas, trademarks and regulated packaging details.
A SKU wide refinement of product naming rules and design system. The new typography brings clarity to the expansion of new products and categories, and to the evolution of updated formulas, trademarks and regulated packaging details.
Color Palette and Material
A shift in the brand palette to a Holographic range of hues, are applied to new products and packaging. Metalized hues, chrome and holographic ink are juxtaposed with soft touch, neoprene and velvet flocked Lashify black.
A shift in the brand palette to a Holographic range of hues, are applied to new products and packaging. Metalized hues, chrome and holographic ink are juxtaposed with soft touch, neoprene and velvet flocked Lashify black.
The Monogram Collection
The “Lashify Lock” logomark acts as an graphic identifier for products outside of the Gossamer® product category.
The “Lashify Lock” logomark acts as an graphic identifier for products outside of the Gossamer® product category.
Lashify® A-Eye
The next evolution in the Language of Lashes—a biometric virtual try-on experience that transforms how you discover and shop Gossamer® lashes. Using advanced facial recognition and real-time camera analysis, Lashify A-Eye maps the unique geometry of your eye.
This biometric data is interpreted by AI, which analyzes eye shape and generates lash map suggestions designed to enhance ones natural features. The system simulates Gossamer styles on your face, allowing you to see each lash look before purchase. With A-Eye, technology meets artistry letting AI do the mapping, styling, and selection to deliver a personalized shopping experience.
The next evolution in the Language of Lashes—a biometric virtual try-on experience that transforms how you discover and shop Gossamer® lashes. Using advanced facial recognition and real-time camera analysis, Lashify A-Eye maps the unique geometry of your eye.
This biometric data is interpreted by AI, which analyzes eye shape and generates lash map suggestions designed to enhance ones natural features. The system simulates Gossamer styles on your face, allowing you to see each lash look before purchase. With A-Eye, technology meets artistry letting AI do the mapping, styling, and selection to deliver a personalized shopping experience.
The Lashify Boutique
8428 Melrose Place, Los Angeles CA. The Lashify flagship location and retail experience on an iconic street. Designed as both a retail environment and experiential studio, guests can explore the Lashify system through product discovery and expert guidance in lash mapping and application.
8428 Melrose Place, Los Angeles CA. The Lashify flagship location and retail experience on an iconic street. Designed as both a retail environment and experiential studio, guests can explore the Lashify system through product discovery and expert guidance in lash mapping and application.
CREDITS
Photography / Video: Justin Joyner, Beau Nelson, Brad Lansil, Sasha Dasaro
Makeup: @matinmakeup
Architect: Craig Maldanado
Photography / Video: Justin Joyner, Beau Nelson, Brad Lansil, Sasha Dasaro
Makeup: @matinmakeup
Architect: Craig Maldanado
Brand Strategy and Positioning
Product Development
Concept Discovery
Visual Identity
Brand Guidelines
Packaging Design Systems
Campaign Design
On-Set Art DirectionRetail and Interior Design
Merchandising Guidelines
Omnichannel Launch
Brand Guidelines
Packaging Design Systems
Campaign Design
On-Set Art Direction
Omnichannel Launch
Syntheluxe Studio is the design practice of Sasha Dasaro, working with an evolving team of creative experts and collaborators.
I collaborate with founders, established brands, and product development teams to translate abstract concepts into the tangible experience across luxury, beauty, and wellness. Through alignment in formulation, packaging, sensorality, visual identity, and storytelling the brand will operate as a beautiful system.
I collaborate with founders, established brands, and product development teams to translate abstract concepts into the tangible experience across luxury, beauty, and wellness. Through alignment in formulation, packaging, sensorality, visual identity, and storytelling the brand will operate as a beautiful system.
As a founding member of Lashify®, I helped shape the disruptive, category-creating the lash system in 2016 with CEO Sahara Lotti. By launching the brand’s identity, packaging system, and market presence, Lashify contines to be awarded merits by the industry. Today, Lashify is recognized globally as a Beauty innovation leader with 800+ patents, 500+ trademarks, and a fiercely loyal community driving its continued scale and success.
My work exists at the intersection of creative direction and product development, shaping brands from early concept through commercialization. Moving beyond traditional branding, the studio combines strategy and market intuition with creative execution. With a system in place, creative guidance and launch ready assets are provided for global manufacturers, teams and creative collaborators.
Agency Experience–
SS+K
Siegel+Gale
Control Group
thelab NYC
EURO RSCG
Project 2050
Albert Watson Photography Inc.
Cyclops Productions
The Brand Integration Group B.I.G–
Ogilvy & Mather NYC
Archived Projects–
Commercial– Everyrealm, Canyon Ranch, Delta Airlines, Beefeater Gin, BakerMcKenzie, Service Year, Motorola Solutions, CVS Health, Hewlett Packard Enterprise, Tracy Reese, The Lincoln Motor Company, The Kneipp Group, GC Optics, Dos XX, Eat Drink and Be Merry (The Hair of the Dog, The Thirteenth Step, Three Sheets Saloon, Jack and Ginger’s), The Ford Motor Group/ Jaguar, Calvin Klein, Linda and LeRoy, Aveda, SoGolden Botanicals, Condé Nast, Picigin, New Era Cap Company, Macy’s, North Brooklyn Millwork, Levi’s, Jockey International, Reebok, The Estate of Elvis Presley, Do Hwa, Exxon Mobil, Motown Records, Kmart, Def Jam Records, Mc Donald’s, MTV2, Sony BMG/ ABC Networks, Yahoo, Maxwell House, Amtrack, British Petroleum
Archived Projects–
Institutional–The United Nations Department of Field Support, Smithsonian National Museum of the American Indian, The Lily Auchincloss Foundation, Voxiva, Endeavor, Office of National Drug Control Policy
Arts and Culture– FMLY, Perverted Kaleidoscope, Studio MW, Ethan Hawkes: Under the Influence, Freight+Volume Gallery, Ron Galella at Paul Kasmin Gallery, The Labyrinth Theater Company, Gallery Mesquito Calvo, Splendora, The Fader Magazine
Brand Strategy and Visual Identity Design
luxury, beauty and wellness
luxury, beauty and wellness
Sasha Dasaro
New York City + EU
For project inquiries and more information,
get in touch at sdasaro@syntheluxe.com
©2026 Syntheluxe Studio
New York City + EU
For project inquiries and more information,
get in touch at sdasaro@syntheluxe.com
©2026 Syntheluxe Studio