Website + Email Copywriting for Indie Beauty, Lifestyle, and Wellness Brands
Helping Your Beauty Brand Put Its Best Face Forward With Magnetizing, Trend-Proof Messaging
✨no filters required ✨
Trusted by rule-breaking brands like…
In a multi-billion-dollar-a-year-industry…
How can you make sure consumers choose YOU?
Having a great product is only part of the equation.
(and you’ve already mastered that 😉)
Your customers who’ve been there from the beginning rave about you, but you need to grow. However, in a market bursting at the seams with competition, it’s harder than ever to capture people’s attention.
And more importantly, gain their trust.
Relying on buzzwords like clean, sustainable, and inclusive is not enough anymore—consumers today are smart, bold, and sophisticated. What at one point was disruptive and a point of difference, is now becoming the standard and an expectation.
You can’t afford to keep guessing and hoping that your messaging matters to your dream customers.
To get people to care about you, you need to care about them
By finding the intersection between your customers’ values, story, and product, we can create trend-proof messaging that makes people gravitate to you like the hot red lipstick in a gondola of nudes.
This is where I come in.
As your personal beauty insider, messaging strategist, and copywriter, we’ll bring out the spark in your story so you capture every customer that glances at you—no gimmicks, no unethical fear-mongering tactics.
Working with Michelle was truly pivotal for our brand.
“After we worked with Michelle on our website copy for our home page and about me section, I felt that our brand finally had a story and a vision of who we were. The copy made it so much easier for me to create content for social media and helped me feel more confident talking with others about our brand.”
Jen Davis, CEO of Nurst
Hi, I’m Michelle Carrington
I’m not like other copywriters who just pick a niche. I was born wearing lipstick and “hyaluronic acid” was my first word.
Ok… maybe not literally.
But, I live and breathe beauty, and have for the past decade. From working as a pro makeup artist to cosmetics management and education, my industry experience goes waaay deep.
I’ve learned firsthand what drives people to choose one brand over another, how fast trends come and go, and the complexities behind ingredients and regulations (don’t get me started on SPF standards).
Now, I use my beauty inside expertise to help brands like yours earn their people’s trust.
I wipe off the glitter and layers of full-coverage concealer to create a fresh foundation for you to make an impact and grow from. Now, when people find you, they’ll choose YOU.
Get yourself a partner who gets you.
I’ve helped dozens of beauty brands go from this to that
Before
😣 They have award-worthy products and revolutionary tech, but couldn’t find the right words to get people to care
😣 They were constantly relying on sales and promos that ate up their profit margins
😣 They spent long nights writing and re-writing their website and emails only to see minimal conversions
😣 They’ve trusted other marketers only to get something that sounds like every other brand
😣 Their weekends were dedicated to markets selling in person
After
❤️ They developed a clear voice and message that people can relate to and love
❤️ They have a solid value proposition and stand on their own
❤️ Their website reflects their genius and makes the most out of every customer who visits
❤️ They have less pressure on markets because their emails and website are generating sales
❤️ They have an engaged audience because their messaging resonates with them
❤️ They can pitch retailers and media with confidence because they’ve mastered their brand stories
“Michelle really got to know my brand, my values, and philosophy and asked the right questions before we started working.
She made me think of my brand message and the way I was telling my story in a different way—how amazing!”
Maria R. Founder of Understory Botanicals
Ready To Take The Next Step?
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Sell With Your Website
WEB COPY | PRODUCT DESCRIPTIONS | LANDING PAGES
Get website copy centred around your customer, and make their shopping experience one they’ll want to repeat.
People will be clicking and adding-to-cart with none of the pushiness of a department store salesperson.
Website Audit
Website Glow Up
Website Makeover
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Slip Into Their Inbox With Confidence
AUTOMATED FLOWS | NEWSLETTERS
Customer loyalty is built in the inbox. Get nurturing email flows that build a relationship with your subscribers and get them obsessed with what you have to tell.
Welcome + Post Purchase Flows
Monthly Retainers
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Know Your Next Steps
Finally feel like you can plan ahead instead of constantly playing catch-up. One hour dedicated just for you, your brand, and your goals.
1-Hour Strategy Calls
Michelle is simply superb at what she does.
“In addition to having a wonderful, pleasant energy, she truly understands the beauty industry and the key details to make a website more engaging, and in alignment with what you want to achieve. She goes above and beyond in coming up with recommendations and ideas to further enhance the website visitor’s experience.”
Kalpana S. Founder of Kaia Skin
