I’m a freelance beauty brand copywriter with almost a decade of experience, bringing together a wealth of creative expertise across retail, design, marketing, trend forecasting and fashion.
To the health, beauty and wellbeing space I bring authenticity, sensitivity, social awareness and a whole lot of industry knowledge. I’m an emotive writer, but I’m not afraid to utilise AI in the right places.
Over the past several years as a freelancer I’ve been fortunate enough to work with some of the most admirable niche and indie beauty brands, household names and charities on my favourite kinds of projects: branding and copy refreshes, SEO web content, tone of voice guidelines and omnichannel campaigns.
What I do best: Ecommerce Copywriting, Copy Editing, SEO Copywriting, Tone of Voice, Editorial Content Writing, Content Strategy, Social Media Copywriting, Email Marketing, Blog Writing, Press Releases, Creative Campaign Copy
LET’S WORK TOGETHER
111SKIN
SOCIAL
CRM
111SKIN’s sheet masks are famous, and quite rightfully so. Celebs swear by them, they’re all over Instagram, they’re the Harley Street doctors’ aftercare of choice... The list goes on...
Covering the brand’s end-of-winter skincare campaign, world Fashion Weeks and a clever collab with Barry’s Bootcamp, as luxury beauty copywriter, I wrote smooth, catchy and educational snippets for use across social channels and beyond, from Instagram and YouTube to email newsletters. A pleasure to collaborate with quite possibly one of the most collaborative beauty brands ever.
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Moisture vs. Hydration
Which does your skin really need?
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The Fashion Month survival kit
Make like a model to fight fashion show fatigue
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Covering the brand’s end-of-winter skincare campaign, world Fashion Weeks and a clever collab with Barry’s Bootcamp, as luxury beauty copywriter, I wrote smooth, catchy and educational snippets for use across social channels and beyond, from Instagram and YouTube to email newsletters. A pleasure to collaborate with quite possibly one of the most collaborative beauty brands ever.
Moisture vs. Hydration
Which does your skin really need?
The Fashion Month survival kit
Make like a model to fight fashion show fatigue
Advanced Nutrition Programme
CLIENT: iiaa
BRAND STORY
SOCIAL COPY
CRM
PRESS
POS COPY
B2B
Advanced Nutrition Programme is the skin supplement brand. Naturally - and reassuringly - heavy on the science, as the brand’s health and beauty copywriter, it was my job to convert stats and clinical trial results into fun and fascinating content.
Starting with a soft rebrand to reveal its playful, approachable side, along with the fabulous creative team, I brought the new brand DNA to life with a fresh brand story encompassing its ethics, performance and sustainability-focused past, present and future.
At the same time, I looked after BAU across multiple campaigns. With access to cutting-edge insights direct from the lab, my challenge was to condense tonnes of complex science into bite-sized educational social posts to enlighten the brand’s skincare-aware audience. Covering all bases in B2B and B2C comms from social, to email, to press and store signage, this project truly let my inner science nerd run riot.
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Starting with a soft rebrand to reveal its playful, approachable side, along with the fabulous creative team, I brought the new brand DNA to life with a fresh brand story encompassing its ethics, performance and sustainability-focused past, present and future.
At the same time, I looked after BAU across multiple campaigns. With access to cutting-edge insights direct from the lab, my challenge was to condense tonnes of complex science into bite-sized educational social posts to enlighten the brand’s skincare-aware audience. Covering all bases in B2B and B2C comms from social, to email, to press and store signage, this project truly let my inner science nerd run riot.
Dizziak
SOCIAL
The DIZZIAK tone of voice is distinctive;
its ability to give everyone enough feels to try it having been hugely instrumental in its sweeping success as the ultimate haircare problem solver.
I’m proud to have played a part in DIZZIAK’s rapid growth with a few rounds of Instagram captions, speaking to its almost 10k strong (and ever-growing) community of totally obsessed followers. I intro’d each Instagram caption with a 2-3 word hook to stop scrollers in their tracks, then came the education — a poetic one-liner that sums up why you’ll most definitely want to start using it. ASAP.
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I’m proud to have played a part in DIZZIAK’s rapid growth with a few rounds of Instagram captions, speaking to its almost 10k strong (and ever-growing) community of totally obsessed followers. I intro’d each Instagram caption with a 2-3 word hook to stop scrollers in their tracks, then came the education — a poetic one-liner that sums up why you’ll most definitely want to start using it. ASAP.
Arguably the best bet for your mum, your dad, yourself, even your pet — a gift from Neal’s Yard Remedies is a guaranteed fast-track straight to the recipient’s happy place. The beautiful blue bottles, herb garden scents and uncompromising organic formulas are what we know to make it special, but have you ever considered it a one-stop wellbeing destination? As it turns out, Neal’s Yard Remedies is actually code for all that’s good in the world.
My job was to communicate this message across all channels to an audience that’s yet to unlock the full potential of the brand they loyally love. This, and showcasing the apothecary as the authority it is when it comes to herbalism, organics, therapies, and everything else included in the recipe for mind and body harmony.
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My job was to communicate this message across all channels to an audience that’s yet to unlock the full potential of the brand they loyally love. This, and showcasing the apothecary as the authority it is when it comes to herbalism, organics, therapies, and everything else included in the recipe for mind and body harmony.
