FROM MY NOTES APP

Depending on who you ask, it was a celebration, a marketing machine, a content circus, or a slightly chaotic masterclass. Maybe all of the above, but whatever it was, it worked.

This year marks ten years behind the keyboard in the beauty industry, five of those years solo. Which means the fuck-ups aren’t theoretical — they cost me.

People don’t just want to know what you do; they want to know what it’s like to work with you. They want to feel like they’re already in the treatment room, chatting to you about their skin goals and love life before they’ve even hit “Book Now.”

Your clients want more than just treatment details; they want human-first copy.

Here are three things I’ve done this year that have grown my business in ways that feel sustainable, strategic, and very anti-icky.

While there’s plenty of advice out there about what to do, let’s talk about what not to do because some subject lines? They’re not doing you any favours.

Here’s exactly how I use it when I’m stuck in my business and how you can apply it to your salon or skin clinic content, too.

A psychic also dropped a few messages about my work. The kind of messages that make you stop, breathe, and go, “Okay… noted.”

We sold out… but here’s what actually made it happen

I decided that planning a month of content shouldn't take hours, so I built a tool to help.

With only 52 seconds on average to wow visitors on your webpage, you've gotta make every single word count (and confident AF).

Instead of stressing about creating brand-new posts, recycle your content by bringing your best-performing content back to life.

WTF is SNARF Content, and why does it have us watching Meghan decant packet pretzels like our lives depend on it?

Your brand's tone of voice is your verbal identity. If you’re not speaking to your audience in a unique way, why should they listen?

What’s honestly driving me crazy is how much focus is being placed on "the telltale signs of ai" rather than on writing good content.

Trust isn’t built in a flash. In fact, it’s built word by word.

Great businesses are built on more than just flashy numbers. They’re built on trust, connection, and consistency.

Less than 24 hours. That's how long the great TikTsk ban of 2025 lasted. Well, sort of....

This year, we’re done playing small. It’s time to show up, speak up, and write with purpose.

In a movie as visually immersive as Wicked, makeup was a storytelling tool, weaving together themes of transformation, identity & contrast