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.