Ever heard of The Hole Mask – or know what it implies? Brooklyn’s Saint-Urbain has helped new personal care brand Beam bring butt wellness out of the shadows and into the light, with a playful rebrand that swaps shame for shine.
Brooklyn-based creative agency Saint-Urbain has given new personal care company Beam a fresh brand identity that turns heads – and bums. The “butt wellness” brand is on a mission to destigmatise this growing health area, tackling one of life’s most quietly awkward topics and transforming it into something joyful, open, and beautifully designed.
Originally nicknamed Project Moon, Beam began with a big-ass goal: to tackle the hush-hush reality that nearly 70% of people experience butt-related concerns – from cosmetic issues (spotty bums, anyone?) to medical ones – but rarely talk about them.
“Beam is about replacing shame with pride,” says Alex Ostroff, founder of Saint-Urbain. “We wanted to build a brand that felt fresh, joyful, and totally unembarrassed. Everyone has a butt – and most people have issues with it. So why not talk about it?”
That candid conversation starter sits at the heart of Beam’s identity. Saint-Urbain created a visual universe that radiates warmth, health, and humour – all built around the idea of light and confidence. The name Beam itself nods to both illumination and self-assurance, reminding us to, quite literally, shine from behind.
The brand’s tagline, ‘A Happy Butt for Every Body’, captures its inclusive, upbeat spirit. The design language combines soft greens and creams with bursts of colour such as orange, blush pink, and turquoise, making packaging that stands out proudly on the shelf.
Rounded, friendly typography gives the brand a human touch, while sparkles and glow effects add a sense of magic. Simple line illustrations celebrate every type of derriere – diverse in shape, size, colour, and sex – a playful but powerful nod to body positivity.
Beam’s tone of voice is empathetic, smart, and lighthearted – designed to educate without embarrassment. “We’ve been there,” the brand seems to say, offering reassurance and comfort on a subject most of us avoid.
Saint-Urbain carried that message through every detail, from packaging hierarchy to social content. The Acne Treatment, Keratosis Pilaris Treatment, Rectal Mask (yes, rectal mask – this is all too much for us Brits), and Haemorrhoid Cream all share the same confident Beam identity. There’s no room for anything other than unapologetic design.
“From the start, this brand was meant to be proudly displayed, not hidden in a drawer,” Ostroff adds. And that’s certainly true of its bold visuals and refreshingly candid message. Beam lights the way for a new kind of wellness – one that proves even when things can be a pain in the butt, there’s absolutely nothing to be ashamed of.
