I've dedicated two decades to the beauty industry, beginning my journey as a makeup artist and navigating retail giants including Sephora, Bergdorf Goodman, and the US launch of Space NK. Later, I played a pivotal role in the launch of the niche beauty purveyor Violet Grey. My transition to writing occurred during my tenure at Violet Grey, and subsequently, I assumed the role of Beauty Director at The Detox Market. In 2020, I began a new chapter as Brand Director at Crème Collective, a 360º beauty brand agency founded and led by women, where I contribute to shaping and guiding both emerging and established brands.

My deep and abiding love for beauty products and the power of transformation has been unwavering since my earliest encounters with my first essentials—the Max Factor Pan Stick, an industrial sized bottle of Sea Breeze, a Mary Kay brown eyeliner I also relied on for lips, and an enormous collection of Wet n Wild nail polish. From learning stage makeup techniques from my dad while he performed in local theatre, to becoming the go-to beauty guru for my teenage friends, and eventually landing my first makeup counter job—I was hooked.

This passion, combined with my love for storytelling, industry expertise, and branding acumen, enables me to delve into the essence of each brand. I uncover what makes it truly unique, identify areas for enhancement, and ensure its message resonates with consumers and buyers alike. Whether refining a brand's voice or amplifying its DNA, my goal is to maximize its impact in the marketplace.

Though I occasionally indulge in artistry, I've mostly retired from the makeup chair—unless, of course, I'm experimenting on my own canvas. After all, someone has to put all these products to the test. xx