The Beauty Copywriter – Messaging strategy, copywriting and email marketing for beauty, lifestyle, and wellness brands.The messaging & copywriting strategist behind the indie beauty brands changing the industry.
*For founders who want to see their products in everyone’s makeup bag.
110+
brands supported
10+
years of beauty industry experience
200+
website pages
written
In a multi-billion-dollar-a-year industry…Relying on buzzwords like clean, sustainable, and science-backed is not enough anymore. Consumers today are smart, bold, and savvy.
(They will also clock AI-written content in an instant)
A great product alone is not enough. And you’ve already mastered that.
The brands that earn and hold attention today aren’t the ones with the best products. They’re the ones that know how to talk about it clearly, tell a memorable story, and most importantly, give people a reason to care.
I call this “trend-proof messaging.” It's clear, strategic communication that helps your customer remember your brand, understand your value, and choose you long after the latest trend has passed.
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From Second guessing to clarity
/ From Second guessing to clarity
Helping your brand communicate clearly from first impression to repeat purchase
From explaining what makes your brand different to turning first-time shoppers into loyal customers, I help you write the words that build trust, inspire action, and keep people coming back.
Services
Messaging Strategy
Get Clear on what to say
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Website Copywriting
Express your brand essence and drive conversions
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Email Marketing
Recurring revenue and retention
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VIP Days
Execution sprint for fast turnaround projects
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MC Copywriting Signature Blend for Trend-Proof Messaging
1. THE ORIGIN
Your story, values, and point of view
The experiences and beliefs that tie emotion to your brand and make it one worth remembering.
2. THE MUSE
The one person you’re creating for
Your brand isn’t for everyone. It’s for one specific person. When we understand what they want, need and care about, we can write specifically for them.
3. THE PLACE
The space only your brand can own
The white space you fill in your category, and how you sit in your audience’s minds.
Like any great formula, it’s not just the ingredients that make it effective, but how they work together.
My Signature Blend marries these ingredients to find the story that makes your audience obsessed with you.
“She has an extraordinary ability to take a founder’s story, often written chronologically and filled with details that do not necessarily serve the customer, and distill it into the true essence of the brand. She identifies the emotional core, clarifies the positioning, and builds a seamless bridge to conversion, all within a single About Us story or brand narrative. And the fact that she is a former makeup artist only deepens her understanding of this space.”
Aggie Burnett, Beauty Brand Advisor and Strategist Michelle is a rare find,
a true gem in this industry
Hi, I’m Michelle Carrington
Meet The Beauty CopywriterLong before I was writing websites and email campaigns for incredible indie brands, I was literally working behind the makeup chair as a makeup artist.
That experience taught me something most marketers never get to see: how people actually shop for beauty products, what they care about, and what makes them come back.
Since then, I’ve spent more than a decade immersed in this industry, working with founders to turn great products into memorable brands.
I understand ingredient stories, evolving regulations, trend cycles, retailer expectations and the emotional drivers that make people buy. This insider POV shapes every word I write to help brands like yours get noticed.
I've helped 100+ brand founders go from confused to clear
Before
Award-worthy products and revolutionary tech, but can’t find the magic words to get people to care
Constantly relying on sales and promos that ate up their profit margins
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
Weekends were dedicated to markets selling in person
After
A clear voice and message that people can relate to and love
A solid value proposition and no issue explaining what their brand offers
A website that reflects their genius and makes the most out of every visitor
Less pressure to do markets because their emails and website are generating sales
An engaged audience because their messaging resonates with them
Confidence to pitch retailers and media because they’ve mastered their brand stories
Ready to take the next step?
Here’s what comes next
1. Book a discovery callWe’ll talk about your brand, your goals, and whether we’re the right fit.
If we're a match, I'll send over a custom proposal outlining the scope of your project.
2. Proposal3. Make it officialAccept the proposal, sign the contract, and pay your deposit.
You'll receive your onboarding questionnaire, and we'll schedule your kickoff session.
4. Onboarding
Answers for your Qs
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A copywriter is a marketer who writes to drive action (clicks, sign-ups, sales, etc). This includes websites, emails, and ads. A beauty copywriter specializes in the beauty industry and understands ingredients, trends, and how consumers discover and choose those products. This background knowledge leads to more relevant messaging.
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The major benefit of hiring a beauty copywriter to write your website over a generalist is that I understand the context of the industry, what’s trending, and the nuances. After a decade working in this industry, I know that being a “clean” brand is not enough, I know that there are claims a beauty business cannot make, and can tell you the difference between a humectant and a moisturizer. So, you’ll spend less time on industry education, and you’ll get a strategic partner that gets the industry.
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I recommend booking as soon as you know you need support.
Website copy projects typically take 5–7 weeks, and I book about a month in advance.
If you’re aiming for a specific launch date, plan ahead.
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Beyond a more polished and cohesive online presence, my clients typically walk away with:
Clearer positioning and brand messaging
Easier, more confident communication of their brand
Improved engagement and conversion across touchpoints
Higher customer lifetime value through better messaging
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I work with product-based businesses in the beauty space as well as wellness and lifestyle brands. Over the years I’ve worked with skincare, makeup, haircare, fragrance, supplements, candles, and maternity brands.
If you’re an e-commerce business and have a product you believe more people should know about, I want to hear from you.
Come sit on my Makeup Chair
Sign up to my newsletter for industry insights, makeup tips (because I’m still a makeup artist at heart), stories, and occasional rants. I’ll email you once a week (maybe every other week) only with content you want to read.
