Design Director

Please read: to be considered, email your resume and portfolio to rachel@lilacst.com with the subject line "Design Director Application".
About Lilac St.
Lilac St. makes salon-quality DIY lash clusters, and we're the market leader in the category. We started DTC and now sell on our own site, Amazon, TikTok Shop, and national retail. Our Aura NanoSoft lashes won an Allure Best of Beauty award in 2026. We're a small team that ships fast and holds a high bar.
Why this role exists
Lilac St. is the market leader in DIY lash clusters, and we're growing fast across Shopify, Amazon, TikTok Shop, and national retail. Our creative volume has outgrown our creative direction, and that's the gap we need you to close. You'll set the visual bar, design at that bar yourself, and make sure everything we put out looks and sounds like Lilac St., whether it lands on a PDP, an Amazon A+ page, a TikTok Shop live, or on-shelf at retail.
This is a hands-on-keyboard role. Most of your week is spent designing in Figma and Adobe, not managing from a distance. You'll also be a senior designer with direct reports, and you'll own how design projects get planned, run, and shipped. We need someone who can strategize and execute, every single day.
What you'll ownDesign direction
Be the gatekeeper of the Lilac St. visual identity and decide how we show up across every channel: site, email, paid social, Amazon, TikTok Shop, packaging, and retail.
Build and maintain brand guidelines and a design system so the team, agencies, and creators can ship on-brand work without needing direction on every file.
Set a high bar and hold it. You decide what ships and what goes back.
Hands-on design
Design our highest-stakes work yourself: launches, campaign key visuals, packaging, retail fixtures, and hero site moments.
Turn around fast, high-volume production work when the business needs it, without dropping the bar.
Creative standards & performance
Partner with Paid Media to understand what's winning and what's not, and carry those learnings into future creative direction. Paid Media owns the performance read-out.
Hold the line where performance, brand, and creative meet. What we put out should convert and look and sound unmistakably like Lilac St.
Act as a consulted partner on creator and affiliate content when needed. Review it against our personas and brand standards; the creator and affiliate team stays accountable for what ships.
Team and project leadership
Manage the design team directly: set priorities, run critiques, give clear feedback, and grow their craft.
Lead design projects end to end: scope, timelines, stakeholder reviews, and on-time delivery across multiple launches at once.
Build a scalable, repeatable creative intake and review process so requests come in clearly and nothing ships without the right eyes on it.
Direct outside partners (agencies, freelancers, photographers) and own the quality of what they deliver.
What success looks like
Day 30
Updated brand guidelines and a working design system are live and in use by the team, agencies, and creators. Creative turnaround is predictable and tracked.
Day 90
You have audited our creative across every channel and shared a clear point of view on what to keep, kill, and fix. You have shipped real design work, not just a deck. The team knows how work comes in and how it gets reviewed.
Day 180
You can point to measurable lift tied to your work (ad performance, conversion on key pages, or retail sell-through). Our creative is visibly consistent across DTC, Amazon, TikTok Shop, and retail. The design team ships stronger work with less of your direct involvement.
What you bringMust-haves
You still design, and you want to. Expert in Figma and Adobe Creative Suite, with recent work you made yourself, not just directed.
A portfolio with a strong, curated point of view and range across digital, social, and print or packaging.
Experience as a senior designer with direct reports: giving direct feedback, running critique, and raising the bar on a team's output.
A track record of leading design projects with multiple stakeholders and hard deadlines, and delivering on time.
Senior experience at a digitally native consumer brand, ideally beauty, wellness, or fashion, that has scaled across multiple channels.
You connect design choices to customer personas and performance data.
Nice-to-haves
Experience designing for Amazon (A+ content, storefronts) and TikTok Shop.
Retail experience: packaging, fixtures, or point-of-sale for national accounts.
Art direction for photo and video shoots, and for creator content.
Built a brand design system from the ground up.
Compensation
Competitive salary and performance-based bonuses
Medical + dental insurance
Remote work with flexible schedules
Free Lilac St. Products
How to apply
Email your resume and portfolio to rachel@lilacst.com with the subject line "Design Director Application". Include a short note on one piece of work you're proudest of and why. We're hiring immediately and reviewing applications as they come in.
Lilac St. is an equal opportunity employer. We welcome applicants of all backgrounds and evaluate every candidate on skills and experience.

Work arrangement
Yes