Creative Direction · Content · Beauty Marketing
Portfolio 2026
Creative direction, styling and content across beauty, plus research into why audiences believe what they believe.
Professional experience →I work on the look of things: shoots I've directed, styled or done the makeup for, and brand identities I've built from the name down to the box it ships in. Coming from artistry means I know how a product actually behaves on skin before I ever write a line about it.
This year I wrote a thesis on transparency, consumer trust and influencer credibility in beauty. It changed how I read every campaign I see, including the ones I make.
Shoots & brand identity · 2023–2026
Written, shot and edited by me
My thesis argues that beauty content lost people by getting louder. So the content I want to make goes the other way, quieter, slower, and willing to say when something doesn't work.
Texture visible, in daylight, at the distance you'd actually see it from. No smoothing, no filter doing the work the formula is being credited for.
Explaining what an ingredient does instead of what it's free from. Fear is easier to communicate than nuance, which is exactly why it shouldn't be the default.
The process behind a shoot, including what got redone. Showing the work is a more durable trust signal than showing the result.
Research
Trust Issues: a final-year thesis on the weaponization of transparency, consumer trust and influencer credibility in beauty. Mixed-methods, primary data, built around four brands that each solve the trust problem differently: Fae Beauty, The Ordinary, Indē Wild and Huda Beauty.
Overly scientific or fear-based communication alienates rather than reassures. Restraint reads as integrity; volume reads as a sales pitch.
They convert data into narrative, simplifying what brands overcomplicate. That translation is the product, and it's why credibility sits with the person, not the label.
Consumers engage with sincerity more than they respond to evidence. We don't understand ingredients so much as recognise them, and recognition feels like knowledge.
nothing loud feels honest anymore.
Beauty marketing & events
Open to roles and collaborations in beauty marketing, events, creative direction, brand and content.