SUGARING LONDON — CAMPAIGN
ART DIRECTION · CASTING · PRODUCTION 

The new face of hair removal.

A promotional campaign for Sugaring London, designed to reframe hair removal through a softer, more modern lens. The work focused on casting real, diverse talent to reflect the brand’s audience, bringing authenticity and relatability to a category often defined by polish and perfection.


Creative Direction, Production and Casting RIANNA OSANWUTA
Production and Casting ELLENOR BETTS
Photography PAWEL KSIĘŻOPOLSKI

Close-up of a woman's face showing her eye, nose, lips, and freckles, with her eye partially closed, wearing pink eyeshadow and glossy lipstick.
Two women lying on a pink background, positioned face down with their heads close, legs intertwined and partially raised, wearing minimal clothing.
A joyful Black woman with short hair and a septum piercing, smiling and posing with her left arm raised above her head, wearing a brown sports bra against a yellow background.
Two women standing close together against a yellow background, wearing white underwear and smiling.
Group of six diverse people in underwear and sleepwear posing on a pink background, smiling, with some seated and some standing.
A woman with braided hair in a white strapless top and high-waisted underwear joyful jumping against a pink background with arms raised.
A person wearing a blue glove pulling a sticky, transparent gummy candy off a person's outstretched leg against a pink background.
Two women in matching beige lingerie, standing closely with arms crossed, against a pink background.
A woman lying on her side on a pink background, wearing a beige bra and matching underwear, smiling, with one arm bent behind her head and the other resting near her face.
A close-up portrait of a smiling woman with short blonde hair, yellow eyeliner, and a septum piercing, against a pink background.
A woman with light skin and short hair in a ponytail posing against a pink background, lying on her side with one leg raised vertically and a confident expression.
A shirtless person in beige underwear standing against a pink background, smiling and looking down.
Two women with athletic builds, one standing and balancing the other on her back, both smiling and wearing beige bodysuits against a pink background.
A woman with short blonde hair sitting on a yellow background, wearing a matching brown tank top and shorts.
A woman smiling, wearing a beige bodysuit, standing against a pink background, with one hand behind her head and the other adjusting her hair.
A woman in beige underwear is lying on her side against a pink background, with one knee on the ground and the other leg raised.
A woman with braided hair smiling with her arm raised, showing her underarm, against a pink background.
A smiling woman with short blonde hair and dark skin, dressed in a brown sports bra and matching shorts, stretching with her arms above her head and one leg bent, against a pink background.