Helmed by industry experts
and
award-winning beauty editors
Helmed by
industry experts
and
award-winning beauty editors
Core verbal strategy
with an editorial edge.
Smart Beauty Creative is a specialised branding agency focused on crafting fresh, feminist voices for established and emerging beauty brands.
Founded by Viola Levy, a seasoned beauty journalist and brand consultant, the agency is passionate about creating sustainable, long-term value in the beauty industry. Beyond mere aesthetics, Smart Beauty Creative navigates the shifting beauty landscape where old tropes are being questioned, and brands often prioritise fancy visuals over effective language.
At Smart Beauty Creative, our clients benefit from strategic workshops designed to efficiently and effectively develop a brand's core verbal strategy and story. Our approach mirrors journalistic rigour, comprehensively understanding your goals before delivering packages that encompass everything from brand story, honing in on your point of difference and providing actionable strategy, for whoever you come into contact with, from customers and influencers, to beauty buyers and investors.
In a culture embracing gender fluidity, radical self-acceptance, and women reclaiming power, beauty brands have a unique opportunity to play a pivotal role.
Our clients, whether indie – or corporate with an indie spirit – aim to seize this opportunity, sparking industry conversations and building a loyal fanbase. We help them avoid pitfalls, being tone-deaf, overly opinionated, or uncool, ensuring they resonate authentically with informed, educated consumers.
Smart Beauty Creative is deeply rooted in the business of beauty, going beyond superficial trends to spot and comment on industry shifts. With a dynamic and specialised approach, we empower brands to connect genuinely with their target audiences in the digital age, ensuring they stand out amidst the noise of the beauty industry.
“With her editorial background, Viola got to the heart of our brand and seamlessly helped our team craft and execute a clearer message for SKINICIAN.
This meant we had a lot more consistency across all platforms, which has since proved invaluable - not just for our internal comms team, but our salon partners too.”
-
Shelley Martin
Co-Founder SKINICIAN (4Beauty Group), Carryduff Northern Ireland
MEET THE FOUNDER
Viola Levy
Having worked in the beauty industry for over 15 years, Viola is an award-winning journalist, copywriter and brand consultant.
As an established writer, Viola has contributed to all sectors of the beauty world, with articles appearing in Vogue, Glamour, The Evening Standard, and Refinery29. In addition she has written copy for several major beauty brands and retailers, including Aromatherapy Associates, 111SKIN, Cult Beauty, Boots, By Terry, and Superdrug, and in 2019, she won a Fragrance Foundation Jasmine Award for Best Short Piece and was shortlisted for Best Social Engagement. She has also written global trend reports for major forecasting agency WGSN, focusing on how consumer needs and habits have changed since the global pandemic.
From her years of experience, Viola has seen the beauty world rapidly change over the past decade. The way brands speak to customers has evolved. It’s less about playing on women’s low self-esteem, inventing problems (and products to “solve” them) or peddling false promises and miracles in jars. It’s more about feeling better (not just by looking better), intelligent discussions and promoting inclusivity. Which is why she set up Smart Beauty Creative to create the next generation of forward-thinking, feminist brands, helping to pave the way for a new, diverse and more enlightened beauty industry.
MEET THE REST OF OUR TEAM
Keysha Davis
Beauty journalist and copywriter Keysha Davis brings over 20 years of industry experience to the table. She has collaborated with numerous hair and makeup brands and her byline has appeared in a wide range of publications, including Glamour, Stylist, Hairdressers Journal, and Black Beauty and Hair. Additionally, she writes trend reports for Cosmetics Design Europe so it’s safe to say she knows how to sift through a multitude of press releases and identify compelling brand stories.
Keysha excels in advising on the best ways to approach journalists, particularly in the realm of Black beauty and hair. In addition to her freelancing work, she is also working with us here at Smart Beauty Creative on a new offering, providing consultancy and auditing services to refine your brand's messaging and boost its appeal to a diverse market.
Mia Lyndon
Our resident Gen Z expert, Mia is a beauty journalist and copywriter, who has worked with numerous national publications and lifestyle brands. After landing her first journalism role whilst studying at university, Mia has written for the likes of Fabulous Magazine, The Sun, Stylist, The Independent and The Metro.
As a beauty writer, she has developed a breadth of knowledge within the beauty and wellness scene, and as part of Gen Z, has a unique perspective on what makes both beauty brands and consumers tick. Mia has worked as a copywriter for numerous lifestyle brands including Aromatherapy Associates and The Brand Academy. She has also worked as a guest lecturer, providing guidance for aspiring journalists and has extensive experience in social, video and radio platforms.
When we understand the bigger picture, we are better able to guide our clients to achieve the best results.
“I had the absolute pleasure of working with Viola when we launched MONPURE LONDON. Viola is honestly one of the most talented, passionate and fun person to work with.
Not to mention an extremely creative wordsmith and brand crafter extraordinaire.”
-
Kris Barnes
Head of Marketing - Growth 📈 Startups 🌱 Scaleups
What sets us apart
WHY WE’RE THE SMART CHOICE
Here at Smart Beauty Creative, we recognise the importance of standing out in a crowded digital landscape - which is why we offer editorial-led core verbal strategy, intended to reinvigorate your brand story and hone in on what makes you different.
The beauty world is rapidly evolving, brands are no longer leading the market – consumers are. Leading the charge is an explosion of pioneering new indie and influencer-founded brands, that look cool but need to sustain themselves once the launch hype has died down and market trends move on.
We're interested in creating sustainable, long-term value – beyond the initial social media buzz.
WHO IS THE SMART CHOICE FOR US?
We are careful about who we work with as we want this to be a good fit and a great outcome, we want to be as excited about your brand as you are. Ideally you are a female-founded beauty brand with a feminist edge, either established or about to launch. You want to have an independent voice that stands out from the crowd and are open-minded about how to achieve this. If you don’t exactly fit the above criteria but like the sound of us, we’re happy to chat and see if it’s a good fit.
If that’s you and you want to find your voice, we’d love to schedule a 15-minute call or take a look through our packages.
