WHO IS KYUTEE AND WHEN WE ALL VOTE?

KYUTEE

Kyutee is a beauty brand that creates peel-on nail designs focused on self-expression and creativity. The brand often uses beauty as a tool for empowerment and social connection.

WHEN WE ALL VOTE

When We All Vote is a non-partisan initiative founded by Michelle Obama. Its mission is to inspire voter participation and make civic engagement more accessible and inclusive.

Illustration of two women with the text 'Kyuutee and Wway Presents Power to the Nail Polish' on a beige background.

An old-fashioned television displaying a political campaign poster with diverse candidates and the phrase "When We Vote" and the slogan "The Voting Squad." The background has a retro patterned wallpaper.

OBJECTIVE

Use nail art and self-expression to encourage voter turnout with When We All Vote, a non-partisan initiative founded by Michelle Obama.

APPROACH

Our team explored creators who felt true to the message. I helped suggest a drag-artist direction and supported influencer outreach. Aquaria from RuPaul’s Drag Race joined the campaign, and Miss5thAve added representation and heart. We focused on inclusivity and gentle visibility rather than scale or trend.

OUTCOME

A flyer for Aquaria's Blue Set Vote 2020 featuring makeup looks with red, white, and blue face paint. The background shows close-up makeup detail, including a blue painted finger with a 'VOTE' nail. The right side contains a message requesting to ship blue nail sets to Voss Events in Brooklyn, NY, addressed to Cherie Lily, with contact information and social media links.

The posts reached a wide audience across social feeds and culture outlets, including When We All Vote’s own channels. One feature reached more than 61,000 likes, which showed how far a shared message can travel when people feel invited in.

WHAT I LEARNED

This taught me that creativity carries more weight when many voices contribute, not just one.

A woman with dramatic makeup, including blue and red eyeshadow, false eyelashes, and lipstick, holding her hand with long blue nails that have

Close-up of a woman with dramatic makeup and long false eyelashes, painted blue and red face paint, blonde hair styled with a side part, holding a finger with a fake blue nail that has a 'VOTE' sticker on it, and wearing earring. The background is a gray wall.

A woman with curly hair stands in a colorful smoky background, wearing a tight American flag-themed bodysuit with the word 'LOVE' vertically displayed. She has a confident expression, accessorized with a rope necklace, bracelets, and high heels. There are two smaller images on the right showing her striking different poses.

OTHER INFLUENCERS

Collage of four women displaying 'Vote' and 'Bitch' written on their arms or nails, participating in a voting or political activism theme.

Collage of four women with creative makeup and accessories, each holding up hand with painted nails and lip messages, torn paper edges, on a textured orange and gold background.

Four women taking selfies or posing for photos, with various expressions and hand gestures, on a textured orange background with taped corners.