MAYBELLINE

I can’t claim to have come up with the iconic line, “Maybe she’s born with it. Maybe it’s Maybelline.”

That was a little before my time. But I am thrilled to have spent the better part of a decade working with L’Oréal USA and contributing to one of the world’s most iconic beauty brands.

Celebrated for cult favourites such as Great Lash Mascara and its long-lasting lip colours, Maybelline New York is one of those brands that has earned a place in make-up bags around the world. In 2015, I was given the opportunity to create brand-new content for the redesign of Maybelline.com.

One of the primary objectives was to develop a playful, distinctly Maybelline tone of voice while weaving in the technical product details needed to ensure every description was both on-trend and legally sound.

Beyond Maybelline.com, I produced SEO-optimised copy for some of the brand’s biggest online retailers, including Amazon, Walmart, and Ulta, helping Maybelline sound like Maybelline wherever you may find one of their iconic mascaras.

A woman with long light brown hair looking out a window, with a cityscape background, on a Maybelline cosmetics webpage promoting mascara
Maybelline New York cosmetics website page about eye makeup products, featuring sections on what the product is, benefits, and how to use/apply.
Maybelline New York baby lips glow balm in pink, displayed with an open tube showing the balm, pink packaging with white text, on a product webpage.
Layout of a product instruction page titled "Why You'll Love It," featuring sections for what it is, benefits, and how to use/apply, with minimalistic design and black text on a white background.