Shelf Cosmetics

For Shelf, I was the bridge between an inspired founding team, health-conscious beauty users, and the product itself. As Head of Product, I handled design and engineering end-to-end: led user discovery, defined requirements, built UX for routines/reviews/community, and coded the app, website, and content pipeline. I created the brand and design system, wired analytics for growth and engagement, and set guardrails for ingredient transparency and moderation.