Sarah Dancer
Wellness Copywriter
I’m a freelance wellness and beauty copywriter based in London, but really I belong in the countryside.
Having worked with luxury health, lifestyle and skincare brands for a decade, I’m grateful to have collaborated with some of the most celebrated household names, indie labels and disruptors in the industry. With them, I’ve shaped the voice of fledgeling brands, driven growth and authority with educational campaigns, and used language to give a new lease of life.
Former years in trend forecasting at WGSN sparked a career-long interest in beauty consumer psychology. It means I’m always thinking a step ahead. I’m tuned in to cultural shifts. And naturally, I speak with a voice that reaches all kinds of holistic health enthusiasts, from newcomers to experts.
My finest hours arise when turning science into stories. Like Advanced Nutrition Programme, hand me a clinical study to leaf through, and I’ll distil all the juicy bits into a powerful campaign concept, social post series, editorial feature or newsletter. I understand that content rooted in data accelerates brand credibility, fosters community, and makes people feel seen — all things fundamental to the wellness experience today.
It’s not only words, my other love is horticulture. I’m a trained florist and gardener, and I like to put my wisdom in writing wherever I can. A piece on the provenance of organic botanicals, right down to the soil they’re grown in (thank you Irene Forte). An ingredient glossary crafted with the finesse of a botanical archive, à la L’Artisan Parfumeur. Or a verbal identity built on ancient herbalism, as crafted pre-launch for Kama Ayurveda.
REACH OUT︎︎︎
EXPLORE MY WORK︎︎︎
Brands:
Liberty · YSL Beauty · Neal’s Yard Remedies · 111SKIN · DIZZIAK · Irene Forte · Advanced Nutrition Programme · L’Artisan Parfumeur · iiaa
Liberty · YSL Beauty · Neal’s Yard Remedies · 111SKIN · DIZZIAK · Irene Forte · Advanced Nutrition Programme · L’Artisan Parfumeur · iiaa
Projects:
Digital campaigns · Ecommerce · Copy editing · Tone of voice · SEO content · Integrated content · Editorial features · Social media · Email marketing · Blog posts · Press releases · Performance marketing · Packaging · B2B · D2C
Digital campaigns · Ecommerce · Copy editing · Tone of voice · SEO content · Integrated content · Editorial features · Social media · Email marketing · Blog posts · Press releases · Performance marketing · Packaging · B2B · D2C