Three things, done properly.
I’m a specialist, which in a city full of full-service agencies is either a bold strategic position or a personality defect. I’ve decided it’s the first one.
01—Creator Partnerships
The most persuasive object in beauty is a stranger’s hands.
A woman with 9,000 followers who has never once lied about a foundation match will outsell a celebrity with nine million. Her audience knows her skin type. They know she got dragged for liking a bad sunscreen in 2023 and admitted it. That is worth more than a Super Bowl spot, and it costs approximately one-millionth as much.
I find those people, I vet them like I’m hiring them—because I am—and I build a roster that grows into an actual relationship instead of a one-night gifting stunt.
What that includes
- Creator sourcing and vetting—audience quality, comment sentiment, past brand behavior, and whether the engagement is real
- Micro-influencer programs, typically 1,000–75,000 followers, where the economics actually work
- Seeding and PR box programs that don’t end up unboxed into a landfill
- Creative briefs that leave room for the creator’s own voice, because the moment it sounds like an ad, it stops working
- Usage rights, rate negotiation, and FTC-compliant disclosure handled properly and in writing
- The gifting → paid ladder: how a free product becomes a paid partner becomes a genuine advocate
- Whitelisting and paid amplification, so the post that outperformed doesn’t just die on Tuesday
02—Positioning & Inclusive Messaging
Inclusivity isn’t a campaign. It’s a shade range.
If your foundation stops at shade 12, your addressable market stops at shade 12, and no amount of thoughtful copywriting will fix that. So we start with the product truth and build the language on top of it—never the reverse.
Then the emotional layer, which is the part most brands are too embarrassed to do well. Nobody buys a night cream. They buy the twenty minutes at the end of a hard day where nobody needs anything from them. Say that out loud and your customer feels seen. Say “clinically proven radiance” and she scrolls.
What that includes
- Brand voice and messaging architecture—the words you own and the words you never use again
- Launch narratives and campaign concepts built around a single human idea, not a feature list
- Product story development: the reason this exists, in one sentence a stranger can repeat
- Caption and copy systems your team can run without me
- Casting standards for creators, models, and UGC that reflect who’s actually buying—skin tones, hair textures, ages, and budgets
- Positioning against the three competitors you’re actually losing to, named
03—Social Listening & Measurement
Your customers are already telling you exactly what’s wrong. Loudly. For free.
Somewhere right now there’s a Reddit thread where forty strangers are diagnosing why your conditioner separates. There’s a two-star Sephora review that names the exact ingredient people are reacting to. There’s a comment on a competitor’s post that contains your next campaign line, fully written, no charge.
I go read all of it. Then it becomes strategy instead of trivia.
What that includes
- Sentiment monitoring across Instagram, TikTok, Reddit, YouTube, Pinterest, and Substack
- Competitive listening—their comment sections are more useful than yours
- Review mining across Sephora, Ulta, Amazon, and DTC on-site reviews
- Trend detection with a filter for “is this real or is it forty people with bots”
- Monthly reporting on the numbers that clear the bank: saves, shares, DM inquiries, branded search volume, link-in-bio traffic, discount code redemptions, and repeat purchase
- Vanity metrics reported too, clearly labeled as such
Likes are applause. Applause doesn’t clear.
A post that goes viral and sells nothing is a party you paid to throw. I’ll tell you when that happens, in writing, in the monthly report, using your money as the unit of measurement.
Who this is built for.
Categories
Color cosmetics, skincare, haircare, fragrance, and nail.
Stage
Pre-launch through roughly $5M. Independent, founder-led, and small enough that the founder still answers the DMs.
Temperament
You’d rather hear “that isn’t working” in month two than in month nine.