SEXYHAIR
For more than three years, I worked as a 360° copywriter for SexyHair, helping shape the brand voice across digital, retail, social, education, advertising, and major campaign initiatives.
SexyHair has always been more than a haircare brand. It has an unmistakable attitude—bold, confident, playful, and unapologetically professional. My job was to make sure that attitude came through everywhere a customer or stylist encountered the brand, from a product page or Instagram caption to a Sephora gondola, a national campaign, or a 30-second video.
This meant moving far beyond traditional copywriting. I was writing, naming, concepting, collaborating, interviewing, and helping translate big marketing ideas into language that felt distinctly SexyHair.
Creating the Voice Behind the Brand
A major part of my role was defining and maintaining a consistent voice across an enormous range of content.
I wrote website copy including:
About Us and brand messaging
Mission and positioning language
Product descriptions
Product names and taglines
Blog content
Campaign landing pages
Brand and product storytelling
The challenge was keeping the voice recognizable while adapting it to completely different audiences and formats. SexyHair needed to speak to professional stylists and salon owners while remaining accessible and exciting to everyday beauty consumers.
That meant understanding not just what a product did, but why someone should care about it—and finding the language to communicate that quickly, clearly, and with personality.
Social, Email, Blogs, & Digital Campaigns
I developed copy for SexyHair's social and digital marketing across Facebook, Instagram, TikTok, email, and paid advertising.
Every platform required a slightly different approach. Social needed to feel immediate and conversational. Email needed to create a reason to click. Paid advertising needed to communicate a compelling benefit in very little space.
I worked within those constraints while keeping the brand voice intact.
The work ranged from individual product-focused posts and promotional messaging to larger campaign concepts and integrated launches, often working alongside designers, marketers, social teams, and other creative partners.
Product Naming & Brand Storytelling
Some of my favorite work involved taking something technical and turning it into something people could actually connect with.
I developed product names, taglines, and supporting messaging across SexyHair and its portfolio, including work connected to #mydentity and STMNT.
Naming isn't simply about finding words that sound good. A product name has to communicate personality, positioning, benefit, and brand identity—often in just a few words.
The same thinking applied to taglines and campaign language. I was constantly looking for the simplest, strongest way to express what made a product or idea worth paying attention to.
Bringing the Brand Into Retail
SexyHair's voice included physical retail environments, including Sephora, Cosmoprof, and Ulta gondolas, end caps, and other in-store materials.
Retail copy presents a very different challenge from website or social copy. Someone may encounter the message for only a few seconds while standing in a store surrounded by competing products.
The language has to be immediately understandable, visually strong, and compelling enough to make someone stop and look.
I worked closely with the visual and marketing direction to make sure the words and design were doing the same job.
Advertising & Video
I also developed advertising concepts and scripts for SexyHair campaigns, translating brand ideas into paid media and video.
This included work surrounding high-profile collaborations and partnerships, including campaigns featuring Christina Aguilera and Lizzo.
Writing for talent-driven campaigns requires a different level of attention to voice and messaging. The celebrity partnership may be the attention-grabber, but the copy still has to connect that attention back to the brand, the product, and the larger campaign idea.
I helped develop the messaging that made those pieces feel connected to SexyHair rather than simply borrowing the visibility of a celebrity.
Beauty Starts Within: Cause Marketing With Mental Health America
One of the most meaningful projects I worked on was Beauty Starts Within, a campaign developed in partnership with Mental Health America.
I went on set to conduct interviews and gather authentic quotes and stories that could inform the campaign messaging. That experience shaped the way I approached the writing. Instead of manufacturing emotional language around an important subject, I was able to listen directly to the people involved and build messaging from their actual experiences and perspectives.
The result was a campaign that connected SexyHair's beauty identity with a much deeper conversation about mental health and well-being.
It was a good example of what I believe strong brand writing should do: sound like the brand without losing sight of the people behind it.
From a Product Description to a Full Campaign
What made my role at SexyHair particularly broad was the fact that I wasn't operating within one isolated part of the marketing ecosystem.
In a typical week, I could move from writing a product description to developing social copy, naming a product, working on a retail display, scripting a video, or contributing to a larger campaign concept.
That required understanding the brand at both the micro and macro level.
I needed to know how SexyHair should sound in a single headline, and also understand how that headline fit into a larger product launch, retail experience, or brand story.
The Bigger Picture
Over more than three years, I helped SexyHair communicate across virtually every major consumer-facing channel.
Digital. Retail. Social. Email. Advertising. Video. Product development. Campaigns. Partnerships. Cause marketing.
My role was about helping create a recognizable, cohesive voice and making sure that voice could work everywhere the brand showed up. From a Sephora gondola to an Instagram caption, from a product name to a celebrity campaign, the goal was the same: Make SexyHair sound like SexyHair.
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