Full-Service Beauty Agency · Amsterdam · New York · Dubai
From first formula to lasting brand.
Artistry and strategy, finally at the same table.
About
Four letters.
One direction.
No handoffs.
No gaps.
Most people who build beauty brands have never actually done the work. Never mixed a formula, never held a brush to a face under deadline, never sat in the rooms where beauty brands are truly made or broken. We have. In the editorial suites, on the runway, behind the campaigns and inside the strategy that follows.
The name BASE is not accidental. It speaks to the foundation every beauty brand needs. Four letters. One direction. Co-founded by Naïma Bremer and Mariem Nnafie, Base is where artistry meets strategy. Where beauty brands are built to last.
We cover the full journey. From first concept to lasting brand. No handoffs. No gaps. Just the full picture.Product · Brand · Retail
Product, brand, packaging, retail, marketing, PR, events, education. Because the best brands are built when every piece works together.
What we do
Artistry. Strategy. Communication. In that order.
The foundation. Because that's what BASE means. Brand strategy, positioning, naming, and the visual identity system that holds everything together. We define who you are before anyone else gets to. Built to last, not just to launch.
§ N°02
Formulation direction, product development, shade architecture, texture and finish. Seen through the eyes of a working artist. Naïma has used these products on the faces that matter most. She knows what performs under pressure, on camera, and in real life. That knowledge is now yours.
§ N°03
Content strategy, social, digital, influencer and media. The daily work of building a brand that people actually follow. We make marketing that doesn't announce itself. It just connects.
§ N°04
Campaign concepting, art direction, visual identity, visual display, brand film, photography. The moments that define a brand, and the creative decisions that make it impossible to scroll past. We don't make ads. We make things people remember.
§ N°05
Press strategy, editorial, brand messaging, crisis communications, influencer partnerships. Years of knowing which stories land, which editors and key opinion leaders truly matter, from makeup artists to skin experts and the voices people trust, and how to make a beauty brand impossible to ignore. Long after the launch is over.
§ N°06
Brand activations, press launches, consumer experiences, masterclasses. The artistry of live. Moments that earn coverage, deepen loyalty, and turn expertise into equity. If it happens in a room, we make that room unforgettable.
The Team
A global makeup artist who has worked the biggest stages in beauty. A strategist who has built some of the industry's most recognised brands. Together, that's BASE.
Artist
Founding Artist & Creative Director
Naïma Bremer is a global fashion and celebrity makeup artist, Fenty Beauty Global Artistry Ambassador, and one of beauty's most in-demand working artists. On editorial sets, behind the scenes at runway shows, and at the chair of some of the world's most recognised faces.
Her artistry has appeared in Vogue and Harper's Bazaar, and in campaigns for Dior, Casablanca and Amina Muaddi. She is a regular at Paris Fashion Week across ready-to-wear and couture, and has created looks for Saweetie, Willow Smith, Kali Uchis, Imaan Hammam, Jasmine Tookes, Iris Law and Kimoree Lee Simmons. Born on Curaçao, based in the Netherlands.
Strategist
Founding Director & Brand Communications Strategist
Mariem Nnafie has spent over a decade at the intersection of PR, brand strategy, communications and experience, working across beauty, lifestyle, hospitality and culture, both independently and embedded within leading agencies.
Her work spans brand strategy and identity, press and editorial, campaign concepting, events and activations, and market entry, across a client roster that includes W Hotels, Marriott, Arlo, Hinge, Sesamstraat, Brompton, Touzani, FALL Magazine and Ghaya Lifestyle, alongside beauty names including GHD, Keune, Beiersdorf, Dyson, and Estée Lauder Companies.
At BASE, she brings the strategic architecture that turns creative vision into a brand that lasts.