The Challenge
Create a fun, functional, Gen-Z-first bodycare line with bold formats and high-repeat use potential.
ROS came to NBW with a vision: build a disruptive, Gen Z-friendly range that blends fun textures, bold packaging, and skin-loving formulas — without feeling clinical or boring.
The challenge? Deliver visually arresting, trend-led products that were effective, easy to use, and could spark new category habits — all within a clear, cohesive identity.
From multifunctional formats to sensory-first innovation, NBW was tasked with building a product world that feels like a scroll-stopping beauty playground.
The AHA Moment
2-in-1 Innovation Meets Skin-first Formulation
We kicked off with 2-in-1 formats — a unique dual-tube body care system that housed a scrub on the outside and a foaming cleanser on the inside. This instantly offered versatility, travel-friendliness, and visual delight.
Fragrance-forward, sensorial variants like Sun Kissed Citrus and Melon Splash became early hits. Rich in niacinamide, hyaluronic acid, panthenol, and gentle exfoliants, each formula was layered with luxurious lather and jelly scrubs — designed to glow, cleanse, and hydrate without stripping.
The success of this format led to similar experimentation with SPF Shimmery Body Lotion + Gel Duos, combining glow, protection, and hydration in one Instagram-worthy package.
Category-Building, One Product at a Time
NBW partnered with ROS to co-develop an entirely new pipeline:
- Eye Masks – Designed to hydrate, de-puff, and prep under-eyes for makeup wear.
- Peptide Lip Mask with Scrub – A 2-in-1 lip care essential combining gentle exfoliation with deep nourishment.
- Hand Gels – In variants like Strawberry Glaze, Wild Butterscotch & Grape, this product reimagined sanitizer fatigue with hydrating, skin-brightening gel textures that care for hands.
- All-Over Body Spray + Deodorant – Lightweight mists with a quick-dry, non-irritating formula that delivers all-day freshness.
- Whipped Scented Moisturising Body + Deo Cream – A mousse-like cream with a two-toned swirl, indulgent scent, and fast-absorbing hydration.
- Press-On Nails – Easy-glam solutions that merge salon-quality design with at-home ease.
Each product not only filled a whitespace but built habits — combining sensorial joy with functionality.
Building with Consumer Insight
Texture Trials, Scent Studies & Formulation Feedback
Every product in the ROS range was developed through real-time feedback loops.
NBW conducted multiple rounds of texture refinement, working with early testers to get the right balance of payoff, fragrance throw, and after-feel.
For instance:
NBW conducted multiple rounds of texture refinement, working with early testers to get the right balance of payoff, fragrance throw, and after-feel.
For instance:
- Hand gels were optimized for non-sticky hydration and subtle glow.
- Lip masks went through iterations to get the perfect berry tint + scrub combo.
- Body creams were tested for swirl consistency, absorption time, and non-greasy finish.
Packaging That Pops — and Works
ROS’s audience demands packaging that’s as fun as the product inside. NBW pushed for bold colors, duo-layer tubes, clear lids, shimmer finishes, and visual cues that communicate benefit at a glance.
From dual-compartment tubes to whipped swirl jars and tiny lip scrub pots, packaging became a clear part of the brand language.
ROS products don’t just sit pretty — they beg to be picked up.
ROS products don’t just sit pretty — they beg to be picked up.
Manufacturer & Supply Chain Excellence
Cross-Category Development with Speed & Control
NBW sourced and coordinated with multiple manufacturing partners across categories — from skincare and lip care to aerosols and devices.
We ensured:
We ensured:
- Texture-matching across variants
- Parallel sampling for body care duos
- Smooth onboarding of fragrance and color suppliers
- Early freight and MOQ planning to meet launch timelines
Launch Timeline:
ROS launches have rolled out in phases across Q1 and Q2 2025, with new drops scheduled through the year.
Categories include:
Categories include:
- Bodycare Duos (Scrub + Wash, SPF + Gel)
- Lip & Hand Care
- Body Sprays & Deos
- Eye Masks & Press-Ons
