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.

Hand with red nails holding a silver cup with ice cream and cookie, against a striped blanket. Cozy, relaxed setting with warm tones.

Hand with red nails holding a silver cup with ice cream and cookie, against a striped blanket. Cozy, relaxed setting with warm tones.

Copy and Content Marketing Trends I’m Watching Closely For 2026

Dec 16, 20254 min read

A store shelf with Disney skincare products, featuring Ariel and Flounder on a mint green mask packet in a wicker basket. Bright pink box above.

A store shelf with Disney skincare products, featuring Ariel and Flounder on a mint green mask packet in a wicker basket. Bright pink box above.

Tokyo’s Beauty Shelves Are Wild! Here’s What I Found

Nov 24, 20254 min read

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

Oct 26, 20252 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 5, 20252 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 15, 20253 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 9, 20253 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 9, 20253 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 27, 20253 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 20, 20252 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 11, 20255 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 3, 20252 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 3, 20251 min read

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

Jul 24, 20252 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 21, 20253 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 14, 20252 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 6, 20253 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 2, 20253 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 22, 20253 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 15, 20254 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 2, 20255 min read

bottom of page