Work.
Below is a curated sample of my work as Creative Director and Copywriter for DEHIYA Beauty. For a full view of the project—including website copy, campaigns, and product storytelling—visit DEHIYA Beauty. You can also find more of my cultural writing on my Substack, The Social Life of Beauty.
Case Study: Dehiya Beauty
Websites
Dehiya Homepage - Desktop + Mobile
Overview: Crafted full PDP copy for Dehiya’s Mihakka tool, blending product education with cultural storytelling and ingredient transparency.
Role:
—Wrote all copy including product description, founder’s note, use instructions, and ingredients
—Created a luxurious yet accessible voice that mirrors Dehiya’s ritual-first positioning
—Balanced SEO needs with editorial integrity and visual merchandising
Objective:
—Build trust and drive conversion through sensory storytelling and transparency
—Translate tradition into a modern e-commerce experience
—Reflect brand values: rooted, intentional, beautiful
Quizzes + opt-ins
Interactive Skin Quiz – Dehiya Beauty
Overview: I concepted and wrote an interactive “What’s Your Skin Ritual?” quiz for Dehiya Beauty to guide customers toward personalized product selections while reinforcing the brand’s playful but elevated tone. This is your paragraph
Role:
—Wrote all quiz copy and category names
—Developed culturally rooted metaphors like “Saharan Desert” and “Sunshowers in the Serengeti”
—Collaborated with design and development teams to align UX with our inclusive, skin-positive mission
Objective:
—Drive e-mail opt-ins through a value-forward lead magnet
—Deepen customer education and product discovery
—Generate personalized product recommendations to improve conversion and retention
Newsletters
Overview: Crafted a high-performing newsletter for a seasonal product feature rooted in education, routine-building, and ritual beauty.
Role:
—Wrote headline, body copy, and product education for a featured “blush application” content drop
—Integrated trend language (e.g. TikTok, Reels) with timeless, inclusive brand tonE
—Led email flow strategy around customer engagement and value-forward education
Objective:
—Wrote headline, body copy, and product education for a featured “blush application” content drop
—Integrated trend language (e.g. TikTok, Reels) with timeless, inclusive brand tone
—Led email flow strategy around customer engagement and value-forward education
Social
Overview: Crafted a high-performing newsletter for a seasonal product feature rooted in education, routine-building, and ritual beauty.
Role:
—Wrote headline, body copy, and product education for a featured “blush application” content drop
—Integrated trend language (e.g. TikTok, Reels) with timeless, inclusive brand tonE
—Led email flow strategy around customer engagement and value-forward education
Objective:
—Wrote headline, body copy, and product education for a featured “blush application” content drop
—Integrated trend language (e.g. TikTok, Reels) with timeless, inclusive brand tone
—Led email flow strategy around customer engagement and value-forward education
Product Detail Page
Overview: Crafted full PDP copy for Dehiya’s Mihakka tool, blending product education with cultural storytelling and ingredient transparency.
Role:
—Wrote all copy including product description, founder’s note, use instructions, and ingredients
—Created a luxurious yet accessible voice that mirrors Dehiya’s ritual-first positioning
—Balanced SEO needs with editorial integrity and visual merchandising
Objective:
—Build trust and drive conversion through sensory storytelling and transparency
—Translate tradition into a modern e-commerce experience
—Reflect brand values: rooted, intentional, beautiful
Romance Copy
Dehiya Homepage - About Us
Overview: Developed brand-level narrative anchoring Dehiya in African ritual beauty, modern minimalism, and diasporic celebration.
Role:
—Wrote all brand romance and mission copy used across packaging, email, website, and social
—Set the tone for “rooted, imagined, micro-batched”—a phrase now core to Dehiya’s brand identity
—Aligned brand voice with values: heritage, sustainability, individuality
Objective:
—Create an emotional connection with consumers
—Differentiate brand in a crowded clean beauty market
—Establish tone and ethos across all brand touchpoints