What happens when innovation meets empathy in design? Tilt Beauty – the first beauty brand to earn The Arthritis Foundation’s Ease of Use® Certification, redefines what it means to be inclusive. In this talk, Sam O’Donahue Founder of Established and designer behind the Diamond Pentawards-winning breakthrough Tilt, reflects on the labour of love that led to this project, sharing insights on how accessible design can transform not just packaging, but the entire beauty industry.