How I went from an award-winning journalist to helping brands tell their story
As the founder of Smart Beauty Creative, my career journey has been far from linear. So how did I go from writing and reviewing beauty products to working with the brands behind them?
Having loathed my time at school, academia wasn’t exactly my passion and I didn’t really know what else I wanted to do in life. It was only when I started selling perfumes and makeup as a Saturday job that everything clicked into place. When I later discovered that writing about beauty products was an actual job people did, my future calling was fixed. From my first brush with the industry, I fell Alice-style down the rabbit hole into this colourful, fast-paced, and occasionally topsy-turvy world. Like the caterpillar with his opium pipe, I was hooked.
My first memorable press launch was trekking to the top of a Soho car park that Penhaligon’s had transformed into a speakeasy for the launch of their gin-based scent, Juniper Sling. Memorable highlights of the evening included bathtubs filled with gin bottles and flapper girls doing the Charleston, and it was a glimpse into how weird and wonderful the industry could be. I’ve since tried horse whispering in Arizona as a wellness method (the horse wasn’t very chatty), ridden the Egyptian escalator up to Harrods’ fifth floor to view The World’s Most Expensive Perfume (encrusted in Swarovski crystals no less), and interviewed NHS doctors about the side effects associated with acne drug Roaccutane.
I even spoke to Professor of Rhinology Carl Philpott about how talk of pheromones in the fragrance world is actually nonsensical (they are not known to exist in humans, FYI).
Over the years, I’ve seen the beauty world change dramatically. When I worked as a teenage counter girl, I sold Rimmel and Revlon and that was pretty much all the choice there was (in my small town at least). Now, with the rise of niche beauty and “insta-brands” people are just as likely to discover their latest must-have lipstick on TikTok as they are browsing their local branch of Boots. My job is to stay on top of these innovations, report on industry changes, and help brands stay fresh and relevant.
I’m obsessed with the world of perfume and the science behind our sense of smell. Winning the Fragrance Foundation Jasmine Award for Best Short Piece has been one of my biggest achievements. For someone who never really won anything growing up (did I mention I loathed school?), it was lovely to be acknowledged by an industry I have pretty much grown up in and deeply love.
Alongside my career as a freelance journalist, I slowly started working with brands, initially by accident. One of my first ever projects was a Valentine’s Day campaign with Dove after a colleague who initially got the gig asked me to fill in for her at the last minute. Picture this: me, standing in London Victoria Station at 7:30am, asking grumpy commuters how they like to be romantic and share the “Dove love.” If you've ever visited Victoria Station at that hour, you can guess what a Herculean task this was!
But the project also involved going to the Unilever offices and participating in a “brand immersion" with the Dove team, where I learned about the brand’s history and every aspect of its identity. This deep dive into Dove’s brand DNA not only equipped me to better represent them, but also underscored the importance of brand stories in crafting compelling narratives. I started seeking out more brand work, creating SEO-friendly blogs, press releases, and email content, which then turned into in-house magazines, Tone of Voice documents, and content campaigns.
Over lockdown I helped launch a luxury haircare line and got a glimpse behind the scenes as to how a brand is actually brought to the market and all the elements involved. This inspired me to work more closely with founders at a more strategic level, rather than parachuting in to help with their copy, I wanted to help shape their story and voice of their brand.
Hosting discussion panels has become another avenue where I engage with the industry and share insights (as well as natter on about the beauty world). And in 2023, I welcomed my baby son into the world, adding another chapter to my journey – his favourite beauty products are currently Sleepy Time Bath Soak and Comfort & Calm Nappy Balm, but I’m hoping to broaden his horizons soon!
From journalist to beauty brand storyteller, it’s been a wild ride (but a very glamorous one). My passion lies in helping to shape the brands of the future and champion the inspiring people behind them.
Let’s work together to make your brand story as compelling and memorable as it deserves to be. Visit our Services page or click here to book a Discovery Call to find out how we can work together.