Pure Culture Beauty
THE ASK:
Beauty industry veteran and CEO Joy Chen had a vision. Driven by the desire to make better-for-you products more accessible, she partnered with Cover FX founder and former Chief Chemist of MAC Cosmetics, Victor Casale, to create Pure Culture Beauty.
Inspired by DNA genetic testing companies like 23andme, Pure Culture combines scientific innovation, personal data, and clean, proven ingredients to develop custom skincare formulas based on at-home testing.
THE CREATIVE:
Brand Positioning • Founders’ Story • Website Copy • Custom Skincare Welcome Kit
Morphe 2
THE ASK:
Tapping into the Gez Z trends of dewy skin and more natural-looking makeup, Morphe launched its “little sister,” featuring influencers Charli and Dixie D’Amelio as its fresh-faced brand ambassadors.
As the Senior Editorial Director, I was responsible for defining a distinct brand voice that differentiated Morphe 2 from Morphe. I was also responsible for leading the team that brought the story to life across product packaging, an omnichannel campaign, and in-store merchandising, for its initial launch.
THE CREATIVE:
Brand Voice Guidelines • Omnichannel Launch Campaign • Product Names • Packaging Copy • E-Comm Copy • In-Store Merchandising • Influencer Talking Points
Cast Jewelry
THE ASK:
Cast was on a mission to bring fun to fine jewelry—making shopping online a delightful experience and turning each boutique into a place of play. The brand had built an approachable voice, but the current copy needed more clarity to drive conversion. I worked with the internal team across multiple product launches, collabs, emails, paid social ads, and in-store events to further refine the brand’s storytelling to prompt more purchases. These efforts helped Cast achieve +154% total growth in 2024.
THE CREATIVE:
Product Names • Digital Campaigns • E-Comm Copy • Emails • Paid Social • In-Store Signage • Special Event Communications
FRISKA Digestive Supplements
THE ASK:
FRISKA digestive supplements combine the power of enzymes and probiotics to help break down the food that you eat and make more nutrients bioavailable. For its initial launch, the brand needed to define its voice and tell this story in a more consumer-friendly way across a lineup of 10 supplements. I developed clear brand voice direction along with a toolkit of taglines and product descriptions that could be used across multiple consumer touchpoints.
THE CREATIVE:
Brand Voice Guidelines • Launch Toolkit
hims & hers
THE ASK:
Already a leader in telehealth, hims & hers was looking to grow its non-Rx product portfolio. They needed an experienced copywriter to lead product naming and packaging copy for new launches across skincare, hair care, and sexual wellness.
THE CREATIVE:
Product Names • Packaging Copy
