What Established does

ESTABLISHED. is a full-service creative agency founded in 2007 by Sam O'Donahue and Rebecca Jones, specializing in end-to-end brand creation with a focus on the beauty sector. The agency delivers a complete service stack spanning brand strategy, brand identity, packaging design, website design, art direction, naming, copywriting, motion graphics, typeface design, and launch campaigns. Its work is performed by a small core team headquartered at 584 Broadway, New York, with a second office at Carrer de Margarit 39, Barcelona. The firm operates as a service-based consultancy with no proprietary technology platform, monetizing human creative expertise through bespoke project engagements.

The agency's commercial model is direct B2B professional services, winning work via its portfolio and referrals from a roster that includes celebrity-founded brands (Fenty Beauty for Rihanna, Rare Beauty for Selena Gomez, R.E.M. Beauty for Ariana Grande, Isima for Shakira, Phocus for Jack Harlow, Re-Spin for Halle Berry), enterprise beauty companies (Marc Jacobs Beauty, Covergirl, H&M Beauty, Nutrire), and emerging challengers (Tilt Beauty, Hatice Schmidt, Doc&Glo). Engagement pricing is custom and quote-based per project, with no public rates disclosed. Revenue is generated on a project-by-project basis rather than recurring SaaS-style contracts.

ESTABLISHED.'s competitive positioning is anchored in award-tier creative output and category leadership — particularly in inclusive design (Tilt Beauty — world's first Ease of Use Certified makeup brand), sustainability packaging (Hatice Schmidt refillable metal-case lipstick), and celebrity brand storytelling. It has accumulated 100+ industry awards since 2009, including multiple ADC Cubes, D&AD Pencils, Cannes Lions, Diamond Pentaward Best of Show, and in 2026 was simultaneously named ADC Boutique Design Studio of the Year and Pentawards Design Studio of the Year. The company is privately held with no external funding or parent entity, and has no disclosed AI/ML capability layered onto its creative process.

Name

Established

Legal name

Established

Website

https://establishednyc.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

ESTABLISHED. is a boutique creative agency founded in 2007 that builds beauty and lifestyle brands from strategy through packaging and launch, serving celebrity founders and enterprise clients like Fenty Beauty, Rare Beauty, and Marc Jacobs Beauty.

Ownership category

akta.pro rank

Product category

Creative Brand and Packaging Design Services

NAICS

Indoor and Outdoor Display Advertising (541850)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Visual Identity & Brand Design Systems (BPAFAEAC)

akta.pro secondary industries

Creative & Brand Campaign Development (BPAFAAAB), Naming & Verbal Identity (BPAFAEAB), Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Brand strategy services
• Packaging design
• Brand identity design
• Creative agency services
• Art direction services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Creative Agency Services: ESTABLISHED generates revenue through client service fees for brand strategy, brand identity, packaging design, naming, copywriting, website design, art direction, motion graphics, and launch campaign services. Fees are custom and project-based, reflecting the bespoke nature of brand development engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

ESTABLISHED is a full-service creative agency that creates beauty brands from concept to launch. It delivers brand strategy, brand identity, packaging design, website design, art direction, launch campaigns, naming, copywriting, motion graphics, and custom typeface design on a bespoke, project-by-project basis for clients in beauty, fashion, food & beverage, and non-profit sectors.

Product overview

Established is a full-service creative agency specializing in creating beauty brands from concept to launch. Founded in 2007 by Sam O'Donahue and Rebecca Jones, the agency offers a comprehensive suite of brand development services including brand strategy, brand identity, packaging design, website design, art direction, launch campaigns, naming, copywriting, motion graphics, and typeface design. The agency's client portfolio spans the beauty, haircare, fragrance, fashion, and beverage industries, with notable work including Fenty Beauty for Rihanna, Rare Beauty for Selena Gomez, R.E.M. Beauty for Ariana Grande, Tilt Beauty, Marc Jacobs Beauty, and many others. Established has received numerous industry awards including multiple Pentawards, D&AD Pencils, ADC Cubes, and Cannes Lions.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy
• Brand Identity
• Packaging Design
• Website Design
• Art Direction Creative direction for photography, videography, campaign imagery, and visual storytelling across all brand touchpoints.
• Launch Campaign End-to-end campaign development including strategy, creative production, and multi-channel deployment for new brand and product launches.
• Naming Development of brand names, product names, and taglines that resonate with target audiences and support brand positioning.
• Copywriting Creation of brand voice, messaging frameworks, product descriptions, and marketing copy across channels.
• Motion Graphics Animation and motion design for digital platforms, social media, and video content.
• Typeface Design Custom typography and font design tailored to specific brand identities, including custom script and serif variations.

Quantifiable outcome

• Skyy Vodka redesign resulted in an 11% increase in global sales in 2021.

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• &Walsh: &Walsh is a Brooklyn-based creative studio specializing in brand identity, art direction, and campaign design for beauty, fashion, and lifestyle clients. Highly comparable boutique positioning and client overlap with Established.
• Pentagram: Pentagram is the largest independent design studio in the world, offering brand identity, packaging, and creative direction across consumer categories. Most direct comparable to Established's boutique, partner-led model and packaging-and-identity focus.
• Bulletproof: Bulletproof is a brand strategy and packaging design agency working with global CPG, beauty, and spirits clients. Direct overlap with Established on premium packaging and naming engagements.
• Manual: Manual is a creative studio providing brand strategy, packaging design, and campaign work to consumer brands. Comparable boutique scale with similar service mix to Established.
• Mucca: Mucca is an independent branding and design studio known for packaging, identity systems, and custom typography for global brands. Direct overlap with Established on beauty packaging and typeface work.
• Buck: Buck is a New York and Los Angeles-based design and motion studio working on brand identity, motion graphics, and packaging for beauty and lifestyle clients. Closely matches Established's motion and packaging capabilities.
• Athletics: Athletics is an independent creative agency specializing in brand strategy, identity, and design for consumer and lifestyle brands. Comparable boutique structure and service scope.
• Instrument: Instrument is a Portland-based independent creative studio offering brand identity, packaging, and digital design for premium consumer brands. Comparable boutique positioning with similar project-based work for high-end clients.

Broad incumbents

• Anomaly: Anomaly is a global creative agency working across brand strategy, identity, packaging, and launch campaigns for major consumer brands. Larger and broader than Established, but overlaps on beauty/CPG launch work.
• Landor & Fitch: Landor & Fitch is a global brand consulting and design firm with deep expertise in brand strategy and packaging for beauty, food, and beverage. Operates at a much larger scale and offers broader consulting than Established, but competes for the same enterprise RFPs.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/establishednyc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Established