
Innovative and results-driven, I specialize in transforming abstract concepts into commercially successful products. As a Head of Product Development with a background in communication design, I’ve witnessed firsthand the rapid evolution of media consumption—print has faded, attention spans are shrinking, and capturing an audience today requires a whole new approach. Whether it’s a product on a shelf competing for attention from 10 feet away or a digital ad fighting for engagement in under 10 seconds, the challenge is the same—cut through the noise and make an impact.
I excel in fast-paced, entrepreneurial environments, managing every facet of product development from ideation to execution. With a deep understanding of trend analysis, strategic design, and cross-functional leadership, I develop high-performing SKUs that don’t just sell—they convert. In a landscape where brand loyalty is fading and consumers prioritize convenience, budget, and efficiency, simply selling a vibe isn’t enough. Educating the consumer on how a product meets their needs is key.
Passionate about beauty and personal care, I am seeking a dynamic opportunity that allows me to leverage my expertise while driving innovation and market success. If you're looking for a sharp, strategic perspective to position your product effectively, I bring the insight and execution to make it happen.
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River Valles
Head of Product Development

ART DIRECTION: PROVENCE BEAUTY CORE PRODUCT & REBRAND
Client: Provence Beauty
Objective: To rebrand a private label products for World Market Bath and Body Care. Using inspiration for merchandising mood board provided by client.
Solution: The following products were created with a bold, modern and playful approach, executed through typography, bold colors and fun organic shapes.









ART DIRECTION: PROVENCE BEAUTY ULTA LAUNCH
Client: Provence Beauty
Objective: To rebrand a private label brand and create an affordable skincare line for major retailers like Urban Outfitters and Ulta. The client needed assets for DTC, e-commerce, social media, billboards and promotional materials.
Solution: Hired and lead a team of designers working with CEO and founder to create packaging solutions, logo and product names. Produced, directed, and cast the commercial launch shoot for a French-inspired skincare brand at Ulta Beauty, with assets utilized across DTC channels, e-commerce platforms, social media, billboards, and promotional materials.




BRAND REFRESH: PROVENCE BEAUTY
Client: Provence Beauty
Objective: Update core products that were launched in 2015 and refresh the branding to something more chic and modern. Prompted by a need to update the Multi-Use Body Oils, and the concept expanded to the full body care line.
Solution: Inspired by other French skincare brands, I used a color coded minimalistic approach with fun square vessels and updated the product education by highlighting active ingredients and benefits.
BRANDING & PRODUCT DEV: MIDNIGHT GARDEN
Client: Cost Plus World Market
Objective: To create a personal fragrance line for FW 2024, drawing inspo from trending affordable personal fragrance lines available at competitor retailers like Fine’ry, Being Frenshe, Urban Outfitters and Anthropologie.
Solution: Drawing inspiration from high end personal fragrance branding and packaging using clean minimalist typography and bold graphics. While including more in depth product education that is seen more commonly in everyday brand fragrances to guide the consumer to the perfect scent for them.



ART DIRECTION: PROVENCE BEAUTY LIP OIL CAMPAIGN LAUNCH
Client: Provence Beauty
Objective: To create campaign assets to support launch of wine inspired lip oil line at Ulta.
Solution: Drawing inspiration from high fashion editorials, I Produced a second commercial shoot to create assets to be utilized across DTC channels, e-commerce platforms, social media, billboards, and promotional materials.