Creative and SEO-optimised web copy
Campaign and ad copy
Tone of voice and style guides
PDP and PLP copy
Email marketing
Social copy
NPD copy and packaging
I’m a freelance beauty copywriter specialising in skincare, wellness, and lifestyle brands, both legacy and start-ups. I help businesses create clear, creative copy that converts (an email copy overhaul increased conversion by 94%). I’ve worked with global beauty brands, independent skincare founders, and wellness startups.
As a beauty copywriter, I work with skincare brands, beauty startups, and wellness-led businesses looking to refine brand messaging and scale content, increasing organic traffic, improving conversions, and building authority in a saturated industry.
I understand the nuances of the beauty industry — I know my retinol from my retinal — as a journalist and beauty expert with 10 years' experience, allowing me to translate complex ingredient science into digestible consumer-friendly content that sells.
BEAUTY COPYWRITER
CLIENTS:
Freesoul, Dr Sam's Skincare, The Skin Diary, Project E Beauty, Skin Pharmacy, Beauty Bay, Cosmetic Executive Women, Aesthetics Clinic, Boast Studio, Software Skincare, Kin Fertility, Pilot, Juniper, L'Oréal Paris, Sciton, and a few skincare brands that shall not be named.
Why brands hire a freelance beauty copywriter
Brands typically come to me when they’re looking for:
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Brand voice creation and clarity.
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Content that shows results, not lists endless benefits.
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Emails that get clicked and convert.
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Campaigns that cut through and ads that land.
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Engaging, community-driven social copy.
My motto? Selling is only difficult when you forget to be human
I also collaborate closely with brands in a number of ways, including content strategy and consultant capacity, offering short-term sprints and long-term growth. You can find more about consultancy here and strategy here.
Get clear about your messaging and tell your story with purpose.
Why work with a copywriter who is also a trained journalist?
Well, we're naturally rather sceptical. Yes, that's a good thing, because your consumer gets more sceptical every day. We know how to ask the right (and often difficult) questions — and sometimes challenge them — we create to serve the audience first, and we know how to find the white space within a topic.
Aside from that, we know how to work under a tight deadline and likely aren't precious over amends (we've been red-penned by ruthless editors!)
My experience as a journalist in the beauty industry gives me insight that's proved invaluable to my work as a copywriter.
Although I specialise in beauty and aesthetics, I've worked on projects within women's health, men's health, weddings, photographers, fashion, travel and pets.
