The research began with the logic behind Voldemort’s Horcruxes- splitting his soul and hiding its fragments across seven objects as a way of escaping death. I also studied beauty and e-commerce brands to understand what makes them feel believable, from product photography and poses to image variety and product-page structure.

That thinking carried into the formulas themselves, borrowing ingredients and references from the Harry Potter world and shaping a visual language somewhere between luxury skincare and something you probably shouldn’t touch without gloves.

With the direction already defined, AI became a tool for building that world. I first developed the seven products, followed by three recurring models with pale skin, bleached brows, darkened eyes, slicked-back hair and a few other details that gave the brand its slightly unsettling beauty language.

A large moodboard guided the process, while repeated generations and careful refinements helped maintain consistency across different products, poses and angles- letting AI execute the world I had in mind rather than decide what it should look like.