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.”