top of page

Where beauty, skin + wellness brands
get booked, banked + beautifully worded

Blue Illustrated Incandescent Jellyfish Desktop Wallpaper (2).png

FROM MY NOTES APP

Unfiltered insights and hot takes straight from my brain to yours.

Wooden shelves display colorful skincare and wellness products in boxes. Visible text includes "Bump Love" and "Time Out for New Parents." Bright lighting.

Wooden shelves display colorful skincare and wellness products in boxes. Visible text includes "Bump Love" and "Time Out for New Parents." Bright lighting.

Why Shelf Talkers Are The Most Underrated Retail Tool In Your Clinic

14 hours ago2 min read

The #1 Copywriting Shift To Turn Browsers Into Bookings

The #1 Copywriting Shift To Turn Browsers Into Bookings

The #1 Copywriting Shift To Turn Browsers Into Bookings

Oct 52 min read

Person holding a tote bag with "SKINCON" text. Background shows a patterned carpet, creating a casual event atmosphere.

Person holding a tote bag with "SKINCON" text. Background shows a patterned carpet, creating a casual event atmosphere.

4 Lessons from SKINCON Every Salon and Clinic Can Use

Sep 153 min read

Person in black dress sits on chair, using a laptop with colorful stickers. White curtain, red accent, neutral room. Calm expression.

Person in black dress sits on chair, using a laptop with colorful stickers. White curtain, red accent, neutral room. Calm expression.

Your Questions, My (Unfiltered) Answers

Sep 93 min read

Three women in towels and sunglasses relax on a bed, reading newspapers with smiles. The mood is casual and joyful, in a cozy setting.

Three women in towels and sunglasses relax on a bed, reading newspapers with smiles. The mood is casual and joyful, in a cozy setting.

The Words That Sell In Your Salon

Sep 93 min read

Why Your Copy Is Giving Decaf (And Why Writing With Personality Sticks)

Why Your Copy Is Giving Decaf (And Why Writing With Personality Sticks)

Why Your Copy Is Giving Decaf (And Why Writing With Personality Sticks)

Aug 273 min read

Person in a denim outfit and red shoes stands smiling at Beauty Expo Australia. They hold a brown handbag against a lit backdrop.

Person in a denim outfit and red shoes stands smiling at Beauty Expo Australia. They hold a brown handbag against a lit backdrop.

The copy that caught my eye at Beauty Expo Australia

Aug 202 min read

People walk past a red MECCA storefront with bold decorations. A person in a colorful outfit stands by a window. Tall brick building above.

People walk past a red MECCA storefront with bold decorations. A person in a colorful outfit stands by a window. Tall brick building above.

Mecca Bourke Street Is Bigger Than Most Houses, But It’s The Small Touches That Sell

Aug 115 min read

A person examines skincare products at a Megan Skincare booth. Background shows a bright display with text and product images.

A person examines skincare products at a Megan Skincare booth. Background shows a bright display with text and product images.

Exhibiting at Beauty Expo Australia? These Are The Three Pieces Of Copy You Need Prepped And Ready

Aug 32 min read

He Hated My Voice. Now I Sell It for a Living

He Hated My Voice. Now I Sell It for a Living

He Hated My Voice. Now I Sell It for a Living

Aug 31 min read

Is Swearing Off-Brand? Not If You Know Your Tone of Voice

Jul 242 min read

Shelves of bottles in a rustic store with blue patterned tiles and wooden accents. Industrial lamps hang from the ceiling.

Shelves of bottles in a rustic store with blue patterned tiles and wooden accents. Industrial lamps hang from the ceiling.

If I Were Starting a Beauty Business From Scratch, I’d Invest in These 3 Pieces of Copy. (And No, It’s Not a TikTok Bio)

Jul 213 min read

Person wearing a white facial mask reads a book on a bed, surrounded by beige sheets. A black robe and a white device are visible. Peaceful mood.

Person wearing a white facial mask reads a book on a bed, surrounded by beige sheets. A black robe and a white device are visible. Peaceful mood.

How To Use Testimonials In Your Marketing

Jul 142 min read

Laptop, headphones, colorful notebook, and coffee cup on a white desk. The cup reads "Rococo" and the mood is calm and focused.

Laptop, headphones, colorful notebook, and coffee cup on a white desk. The cup reads "Rococo" and the mood is calm and focused.

The Role Of Copywriting In AI-Driven Search

Jul 63 min read

Close-up of a person with a light purple face mask, slightly tousled hair, soft expression, and a neutral-toned background.

Close-up of a person with a light purple face mask, slightly tousled hair, soft expression, and a neutral-toned background.

How to Stop Attracting Salon Hoppers and Start Booking Dream Clients With Your Words

Jul 23 min read

Colorful keyboard, mouse, and iced lemon drink on a desk with flowers, candle, and laptop displaying Pinterest. Cozy work setup.

Colorful keyboard, mouse, and iced lemon drink on a desk with flowers, candle, and laptop displaying Pinterest. Cozy work setup.

3 Ways to Use Email Marketing Beyond Your Newsletter

Jun 223 min read

People entering a venue under a starry, lit sign reading "Mecca Loves Charlotte Tilbury." Ornate ceiling and a red-coated staffer await.

People entering a venue under a starry, lit sign reading "Mecca Loves Charlotte Tilbury." Ornate ceiling and a red-coated staffer await.

What Charlotte Tilbury, 1,500 beauty lovers and $150K worth of makeup vouchers taught me about brand power

Jun 154 min read

Hand holding a coffee cup lid and rolled magazine with "GUE" visible. Wearing gold rings and braided strap. White and beige tones.

Hand holding a coffee cup lid and rolled magazine with "GUE" visible. Wearing gold rings and braided strap. White and beige tones.

Business F!ck Ups I’ve Made (So You Don’t Have To)

Jun 25 min read

Woman in black outfit, wearing sunglasses, sits on floor holding a wine glass beside a disco ball. White background, relaxed mood.

Woman in black outfit, wearing sunglasses, sits on floor holding a wine glass beside a disco ball. White background, relaxed mood.

Finding Your Brand Voice (When You Are the Brand)

Jun 24 min read

Hands with red nails typing on a laptop at a marble table with iced coffee and a large tumbler. Paved stone floor in the background.

Hands with red nails typing on a laptop at a marble table with iced coffee and a large tumbler. Paved stone floor in the background.

Why Human-First Copy Converts Better for Beauty and Skin Clinics

May 264 min read

bottom of page