Noli’s new campaign turns skincare confusion into comedy

AI-powered beauty platform Noli, backed by L’Oréal Groupe, has unveiled its first brand campaign, Skinxiety, created by INGO Stockholm.

The work humorously captures the modern-day confusion and overchoice that define the skincare category, where contradictory advice and product overload often lead to what the brand calls “skincare burnout.”

The campaign is the first collaboration between Noli and INGO since the appointment of Firdaous El Honsali as chief marketing officer. The project also reunites El Honsali with Daniel Fisher, INGO’s global chief creative officer, marking a creative partnership that blends beauty expertise with a strong storytelling focus.

Humor meets modern beauty therapy

Daniel Fisher, global chief creative officer, INGO: “Noli is one of the most exciting brands I’ve ever worked with. It sits right at the intersection of tech, data and emotion. With Skinxiety, we wanted to give people permission to laugh at the madness of skincare culture, a culture in which everyone feels lost. This campaign takes that shared confusion and turns it into something empowering, funny, and completely ownable for Noli. It’s modern beauty therapy through creativity.”

Firdaous El Honsali, chief marketing officer, Noli: “Noli’s first-ever brand campaign shines a light on a new, very modern skincare tension many of us are feeling — the joy of discovery being compromised by skincare burnout, or what we call Skinxiety. It’s the direct result of information overload that fuels confusion at the skincare aisle and decision paralysis. We wanted to capture the absurdity of it with a sharp, comic tone of voice, borrowing real language we hear and see across social and in our group chats. We feel Noli can act here as the brand that brings back clarity into the category.”

Integrated campaign celebrates clarity and confidence

The Skinxiety campaign launches across out-of-home, digital-out-of-home, large-scale murals, PR, influencer collaborations, and a phased social rollout designed to spark conversation around Noli’s science- and tech-driven approach to skincare discovery.

Noli positions itself as a smart, AI-powered beauty advisor that personalises product recommendations based on each user’s unique skin profile and lifestyle preferences. Its data-driven platform aims to simplify product discovery, offering tailored suggestions and direct-to-door delivery.

Amos Susskind, co-founder and CEO, Noli: “We believe beauty discovery should start and end with the individual — not the feed. With what works for your skin, your life, your goals. At Noli, where 86 percent of you shop with greater confidence, we also know that when skincare personalisation is designed around people, not products, confidence becomes the new currency of loyalty. With an industry so desperately wanting to engage with the consumer, and a consumer more than ready to receive, it seems like all we need is a little bit of a paradigm shift.”