British snack brand PROPER is taking aim at the growing seriousness of modern wellness culture with a playful new campaign that blends beauty aesthetics with snacking. To accompany the launch of its Crunch Corn Collection, the brand has introduced the Crunch Corntour Face Wrap, a tongue-in-cheek accessory that elevates the simple act of snacking into what PROPER calls “a joyful ritual of self-care.”
Produced in partnership with creative agency Earnies, the campaign pokes fun at the escalating complexity of beauty routines, from multi-step skincare regimens to LED masks and facial sculpting devices. Instead of yet another intensive beauty protocol, PROPER proposes something far simpler: the pleasure of eating a snack you genuinely enjoy.
The new Crunch Corn range features regeneratively farmed corn, is entirely vegan, and is positioned as a feel-good snacking option. The line debuts in four bold flavors — Sea Salt, Crispy Chilli Oil, Barbecue, and Maple Bacon — each designed to deliver both texture and taste.
The accompanying Crunch Corntour Face Wrap humorously mimics high-tech beauty tools. Marketed as a device “engineered to lift and align your jaw for peak crunch performance,” the wrap is described using exaggerated beauty language, complete with fictional materials like “Signature Savoury Sculpting Fabric” and “Kernel Yarns.” The visual satire underscores the campaign’s message: well-being does not always have to be exhaustive or expensive.
To front the launch, PROPER collaborated with Alexis Stone, the London-based makeup and SFX artist known for dramatic celebrity transformations and conceptual fashion commentary. Stone appears in the campaign embodying an iconic wellness persona, leaning into satire while celebrating creativity and individuality.
“Practice PROPER Snacking” is the recurring theme of PROPER’s platform, which reinterprets self-care through humor, culture, and joy — rather than pressure or perfection. It reflects the brand’s broader positioning: snacks that not only taste good but also encourage a lighter, more playful approach to everyday life.
As wellness continues to evolve into an industry of products and expectations, PROPER’s campaign stands as a reminder that sometimes the simplest pleasures — like a satisfying crunch — are enough.
