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WE ARE AVENUE

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// 00 — Beauty · Skincare · Wellness · Cosmetics · Lifestyle

The visual production studio beauty brands grow with.

We photograph, retouch, and film for beauty, wellness, cosmetics, and lifestyle brands, and deliver visual content ready to publish each month. We're a small senior team with our own hybrid production system: large enough to handle monthly volume, small enough that you work directly with the professionals creating your visuals.

16+
Years in beauty
production
LA · Dallas
Operating
globally
99%
On-time or
early delivery
2000fps
In-house
slow-motion
capability
Hero campaign imagery
Detail — stills
Urban Decay Cosmetics (L'Oreal)LululemonHourglass CosmeticsNEUTROGENAMorphe 2TATCHAPat McGrath LabsMelt CosmeticsSunday RileyMorphe BrushesGlamGlow (Estée Lauder)Dr. Brandt SkincareReal TechniquesSmashbox Cosmetics (Estée Lauder)R.E.M. Beauty (by Ariana Grande)
// New client?Have a beauty or skincare launch coming up? Get in touch!
Let's go →
// 01 — Selected clients

Selected
Client Campaigns

View our work →
// 02 — What we do

Beauty Production.
Pick your scope.

We create premium stills and motion for launch or seasonal campaigns, as an ongoing monthly production service, and eComm refreshes, all with visual style direction that keeps everything on-brand. We maximize the value for our clients by also delivering ad-ready variations without per-asset cost, leveraging our proprietary hybrid production system built on 16+ years of commercial beauty production standards, now accelerated with AI.

// 02.1

Campaigns, Ads
& eComm Refreshes

Launch-ready creative without the production drag or per-asset costs. We create visuals for a launch or PDP refresh, from the hero campaign to product pages and ads. Once the core images are approved, we produce versions in every format, language, and placement you need, without per-asset fees.

  • Product launch campaigns
  • PDP & eComm image suites
  • Swatch, macro & lifestyle visuals
  • Ad variations for Meta, Google, Amazon & Pinterest
  • Seasonal & promotional content
// 02.2

Ongoing
Monthly Content

Your content calendar, filled every month. New product and beauty imagery each month for social, web, and ads. We plan the year with you at onboarding, around your visual direction and your goals for the year, then work from that plan each month, so you only brief us once.

  • Traditional & hybrid production
  • Social stills & reels
  • Product video
  • Ad variations at scale
  • Monthly organized file delivery
// 02.3

Rebrands &
Visual Style Direction

Beauty portrait retouched by Avenue

Your brand's visual language, built to last. We research your category and audience, then build a visual direction and photography style for your brand. From there, we can rebuild your product image library to match, so your whole website looks consistent.

  • Photography style guide: lighting, color grading, mood & composition references
  • Yours to keep, and use with any vendor or creative team
  • Full image library rebuild
  • Optional website redesign in your new visual style
// 03 — How we're different

More presence,
without more spend.

We plan each shoot with your whole calendar in mind. From one approved set of images, we create the stills, video, and ad variations you need for each channel and placement, with no per-asset fees. You can publish on-brand imagery for months from a single shoot.

See how one direction becomes every format →

Monthly content set
// Client
Monthly Visual Production, 50+ Assets / Month

Stills, reels, and ad variations on a consistent monthly cadence across social, web, and ads.

Coming Soon →
Full Visual Rebrand
// Client
Full Visual Rebrand + eComm Refresh

New visual language, full eComm asset rebuild, and a new website.

Coming Soon →
Launch Campaign
// Client
Launch Campaign, 120 Ad Variations

Hero campaign, 10 assets × 12 variations each, delivered with no per-asset cost.

Coming Soon →
PDP Overhaul
// Client
PDP Overhaul, 40 SKUs

Hero, swatch, detail, and lifestyle imagery — color-matched to brand spec across all products.

Coming Soon →
// 04 — About Avenue

Built on 16+ Years of Commercial Beauty Production.

Avenue is female-founded and led visual production studio for beauty, skincare, wellness, cosmetics, and lifestyle brands who need high-quality visuals at scale, month after month, without the overhead of an agency or the inconsistency of rotating vendors. We work with brands that have outgrown DIY content or have been burned by agency overhead and junior team quality drift.Our clients come to Avenue because they want a senior creative who knows their brand, a system that delivers reliably, and visuals that they are proud to publish.The team behind the work is small, vetted, and consistent. Avenue shoots out of Dallas and Los Angeles with a fully equipped in-house photography and film studio, and high-speed slow motion equipment up to 2000fps. We operate globally.We use our own production and asset management system, built on this website, so that each client has an easy access to all of their visuals created by us, and a straightforward Review system for revision rounds and approval that every team member involved can access under their individual login. See how our proprietary Review app works here.

// Founded & led by

Avenue Team &
Julia Kuzmenko McKim

Senior Production Lead & Founder
Commercial Beauty Photographer & Retoucher · Los Angeles

Avenue was founded by Julia Kuzmenko McKim, a commercial beauty photographer and retoucher with over two decades in the profession and 16+ years of production credits for major beauty and lifestyle brands, including Urban Decay, Hourglass Cosmetics, Pat McGrath Labs, Sunday Riley, Lululemon, and many more.

Julia is formally trained in Commercial Photography in Melbourne, Australia, and MIT-certified in Applied Generative AI. She is the founder of Retouching Academy, whose Beauty Retouch panel is used by over 20,000 creative professionals worldwide.

Avenue started as the post-production team behind Julia's large-scale shoots for established beauty brands, originally built out of necessity to handle the volume and standards those clients demanded. Over time, it grew into its own entity, taking on brand clients directly. Still, Julia reviews and signs off on every account personally.

Portrait of Julia Kuzmenko McKim, founder of Avenue
MIT Credentials Badge — Julia Kuzmenko McKim, Applied Generative AI
// Controlled & Supervised

How we use AI
& where we draw the line

Our proprietary hybrid production system is built on standards that governed our work long before AI became a part of our routines: rigorous attention to detail through all stages of commercial beauty production.

Today, AI has a specific role in our workflow: market and trend research for visual direction, moodboarding, scalable asset variation, versioning acceleration, and internal operations. We use it alongside traditional production and our own creative judgment, so we can do more of the work we're proud of, in less time.

We formally disclose our AI use to every client, and we follow strict brand safety standards: no misleading before-and-after images, no implied medical claims, and no fabricated product performance.

// Start a project

Tell us about your brand and what you need, we reply within 24 hours.

We respect your privacy.