Kenvue White Labeled Design System
As Kenvue transitioned away from Johnson & Johnson, we saw an opportunity to rebuild our digital experience from the ground up. At the heart of this effort was the creation of a White Labeled Design System a flexible, scalable foundation to support all Kenvue brands on a unified platform.
This work was part of our larger DxP (Digital Experience Platform) initiative, which involved migrating brand websites to a new Kenvue owned system. But this wasn’t just a technical lift it was a chance to streamline how our teams build, scale, and customize digital experiences. Built with a user-centered mindset, the system was designed to evolve with business needs while keeping the end-user experience front and center.
The Team
Design Lead: Alex
Lead Developer: Jordan
Sr. UX/UI Designer for Tylenol, Zarbees, OGX, and Maui: Yi Ming
Product Owner for Tylenol and Zarbees: Rachel
Product Owner(s) for OGX and Maui: Josie and Lucas
Our Goal
Kenvue supports 70+ websites across 129 global markets, each representing distinct brands with their own voice, visuals, and audiences.
Our challenge:
How do we deliver a cohesive user experience at scale without sacrificing individual brand identity?
The White Labeled Design System was our solution a modular framework built to balance customization and consistency across our portfolio.
Collaboration Process
Building a white labeled design system to support over 400 websites across 129 global markets required close collaboration across multiple teams. Our core working group included a design lead, lead developer, product owners, brand creatives, our UX/UI director, and UX/UI designers. Each designer was assigned a group of brands spanning both domestic and international markets to audit for shared patterns, common components, and brand specific design rules. We used a standardized template to organize and document findings, allowing us to identify overlaps in components like navigation, hero banners, and CTAs. This helped streamline decision making and ensure we were building a system that was both consistent and adaptable. Through this structured approach, we were able to create a scalable foundation that supported faster onboarding and localization, while still preserving each brand’s visual identity and storytelling needs.
Design System Structure
The Kenvue White Labeled Design System was built as a modular, brand-agnostic framework designed to scale across markets while allowing each brand to maintain its unique identity. At its core, the system was composed of flexible components and patterns such as buttons, navigation, banners, cards, and content blocks that could be themed and styled per brand using configurable tokens for color, typography, spacing, and imagery. We established a shared foundation of core UI elements and templates, paired with brand specific variables, enabling rapid customization without compromising consistency or accessibility. This structure allowed us to support both global consistency and local customization, making it easier for international teams to launch new sites while adhering to best practices. Each component was documented in a centralized library with usage guidelines, accessibility notes, and responsive behavior specs ensuring design and development alignment from day one.
Homepage
Product Display Page
Product List Page Sorting
Order Funnel
Results & Impact
The implementation of the Kenvue White Labeled Design System had a measurable impact on both our workflow and the quality of our digital experiences. By centralizing our design components and enabling flexible theming, we saw a 50% increase in design and development velocity allowing teams to launch faster and with greater consistency. Every brand now benefits from clear digital guidelines and customizable templates that demonstrate how theming can be applied within a shared system. We also established a global “KenvuePro” design template along with market-specific variants, improving efficiency and localization for both design and engineering teams. Accessibility also improved significantly, with standardized components built to meet compliance from the start. Currently, we have 97 components built and documented in Storybook, with more in development each designed to scale, adapt, and evolve alongside our growing portfolio.
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50% Faster Work Speed
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Clear Digital Guidelines
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1 Global KenvuePro Design
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Accessibility Improvements
97 Components Built in Storybook
Final Summary
The Kenvue White Labeled Design System has become a foundational tool for scaling digital experiences across hundreds of brands and markets. By balancing flexibility with consistency, we empowered teams to move faster, stay aligned, and deliver better, more accessible experiences to users worldwide. What started as a migration effort quickly evolved into a strategic platform for innovation one that supports brand identity while streamlining execution. With global templates, 97+ components, and a scalable foundation in place, the system continues to grow as a core asset in Kenvue’s digital ecosystem.