Before → after.

The look, applied under the hand

Two photographs of the same face, lit and framed identically. Work the powder brush across the frame and the finished look appears under the bristles, in the shape of the stroke. The brush is held by the handle, so it sweeps up and away from the skin it has just worked on rather than covering it — the visitor always sees what they have just done.

A finger does the same thing on a phone, and a visitor who has asked for reduced motion gets the two states as a comparison they drag themselves.

Who it is for

Premium skincare and cosmetics brands, makeup artists, clinics and salons, and campaigns built around a product whose effect is visible rather than described. The registration matters here: both frames have to be the same face in the same light, or the reveal reads as a swap rather than as a change.

What it replaces

The split-screen before and after, which a visitor has learned to distrust precisely because it is two pictures and they cannot tell what else changed between them. A single frame that transforms where the hand passes removes that question: nothing moved, nothing was re-lit, and the visitor controlled the whole thing.

It is built as a single section and drops into the site that already exists.