Tatiana Irizar
Designing a Beauty Brand for Two Markets at Once
When the packaging has to speak to Miami and Caracas with equal confidence.
By Lilian Santini
Fractional Creative Director
The Copper Portico
Client: Tatiana Irizar Founder: Tatiana Irizar Category: Premium haircare (DTC, Amazon, international) Referred by: Miami Growth Machine Partnership: 2023 — 2026 Scope: Packaging design (primary + secondary), art direction, creative support for new SKUs
At A Glance
A brand built between two worlds.
Tatiana Irizar is a Venezuelan journalist turned beauty entrepreneur, now based in Miami, building a haircare brand that ships worldwide. She came to The Copper Portico through our partnership with Andrea Cid at Miami Growth Machine, with a product she had formulated herself and a vision for packaging that felt elegant, botanical, and premium — in two languages, for two markets, without compromise on either.
01 — The Founder
From Venezuelan television to the US beauty market.
Tatiana spent over 20 years as a journalist, reporter, and TV host — first at Venevisión in Caracas, then at Univisión in the US. She hosted coverage of the Miss Universe and Miss World pageants. She built a following of over 245,000 on Instagram. And through all of it, she was searching for beauty products that met her standards and never finding them.
So she made her own. She brought together a team of chemists, led the formulation process, and launched a haircare line rooted in plant-active ingredients formulated and made in the US. The brand sells through her own site and Amazon, with free shipping to both the US and Venezuela. Her audience is bilingual — and the packaging needed to speak both languages.
02 — The Work
What we built together.
We started with the hero product: the Growth Booster Hair Serum. From there, we built outward into a system that could scale across SKUs and across languages.
The bottle: The glass is colored: emerald green for Growth Booster, purple for Density Builder. Two products, two colors, immediately distinct on a shelf or in a photo. The logotype runs vertically in gold foil, giving the bottle a fashion-forward presence on a shelf full of horizontal labels. A fine-line botanical illustration sits beneath the product name: each one drawn from the key ingredients in that formula, so even the drawing on the bottle tells you what is inside.
The bilingual details: English and Spanish sit together on every surface, but with intentional hierarchy. “Hair Serum” in English, “Sérum Capilar” in Spanish. Neither language is smaller. Neither feels like a translation added after the fact. For a brand whose audience reads in both languages without thinking about it, getting that balance right matters more than most design decisions on the box.
And it goes deeper than layout. During the production review for a later SKU, we caught a translation error — “Biotín” where it should have read “Biotina” — before more than 10,000 boxes went to print. A Latin American customer would notice it immediately. It is the kind of detail that erodes trust in ways a brand cannot afford when the audience is fluent in both languages.
Continued work: As the brand expanded, the studio provided creative direction and design for new SKUs, along with updates to dielines and materials, strategic input on maintaining the brand system across new products, and art direction for retail and e-commerce visuals. We worked closely with the Tatiana Irizar team through our partnership with Miami Growth Machine.
03 — The Real Challenge
A product made in the US, for a customer who reads in two languages.
Tatiana’s packaging didn’t just need to look premium. It needed to be correct, in English and in Spanish, across every surface. Ingredient names, directions, regulatory text, marketing copy. Two languages on one label, and both had to read as native.
The observation:
This is a challenge that applies to a growing number of beauty founders. Latin American entrepreneurs building brands in the US. US-based founders selling into Latin American markets. Brands with bilingual communities where the audience switches between languages without thinking about it. In every case, the packaging is the surface that has to get it right, because it is the one thing the customer holds in their hand and reads.
The Copper Portico worked with founders navigating this space. We handled the design, the production coordination, and the manufacturer communication. For bilingual packaging, we worked with specialized translators for Spanish-language markets to make sure the copy was accurate, culturally appropriate, and consistent across every SKU.
04 — The Results
A packaging system that works in two languages and two markets.
Tatiana Irizar came out of the work with a signature packaging system that mirrors the brand’s identity: refined, feminine, botanical, and polished. From the gold-detailed box to the jewel-toned bottle, the customer experiences the brand from the first moment, whether they are reading in English or Spanish.
The products reached customers on Amazon, on her DTC site, and across the US and beyond. The brand grew from one serum to two, with a system built to carry every SKU that follows, with the same level of care, the same visual language, and the same bilingual precision.
05 — The Team Behind the Work
Who made it.
The work was led by Lilian Santini, with design by Mariana de Oliveira and The Copper Portico team. The studio brought together professionals whose work spanned brands like Estée Lauder, Natura, and L’Occitane, along with senior designers with deep experience in beauty packaging production, a developer with 15 years in prestige beauty, and relationships with manufacturers and specialized translators for the beauty and wellness markets.