About — Michelle Carrington Copywriting

Magnetizing Messaging for Rule-Breaking Indie Beauty Brands

*While staying true to your values

There are two types of brands out there…

Those that capture your attention, and those that manage to hold it.

The difference?

What you say and how you say it.

(you thought I was going to say products, didn’t you?)

There are hundreds of close-to-miracle-working products out there. However, an amazing product ≠ sales.

Your messaging and delivery are key factors in how your brand is perceived and what your ideal customer will do next.

Your goal is to make them obsessed with you so they’ll buy (more than once) and tell everyone about you.

My goal is to make that happen.

Crafting ethical messaging that has your customers signing up for pre-orders!

I’ve been around this industry long enough to recognize the problems with beauty marketing (and you’ve seen it too).

You’re determined to grow your brand the right way and capture your dream customer’s attention without…

❌ Relying on fear-mongering tactics that scare people into buying your product

❌ Shaming people and pointing out their insecurities to sell them your solution

❌ Sharing unrealistic transformations that target vulnerable people

❌ Abusing trendy buzzwords that will become irrelevant in less than a year

While all of these might make your competitors a quick dollar, it’s not what’s going to make them a lasting brand with a loyal following.

—> 82% of shoppers want a brand’s value to align with their own.

* source: consumer goods research, 2022.

Get ready to raise a community and movement behind your brand

Let’s give your brand an identity that draws the right people in and holds their attention. All, while keeping it…

✔️Ethical

✔️Sustainable

✔️Authentic to you

How, you ask?

PART 1: Perfect your messaging

Your ideal customer + your space in the market + your secret ingredient

PART 2: Irresistible delivery through copywriting

Research-backed + grounded in your message + spiked with your personality

See how we can get you there…

Explore services

Michelle takes your brand and levels it up.

“She sees your areas of potential strength and builds your voice around them. You may think you have a brand voice, but you haven’t discovered your actual brand voice until Michelle helps you find it.

She is an amazing copywriter and helped define our brand values and mission statement as well as a personal statement. These are very helpful to refer to when working with another brand, being interviewed on a podcast, or pitching to someone you’ve never met.

12/10 would recommend.”

– Courtney Martin, Founder of Moody Mound

Hi, I’m Michelle Carrington

Your Beauty Copywriter and Messaging Strategist

I’ve helped dozens of brands nail down their message and share it with the world through glowing web and email copy.

From giving legacy brands a fresh spin to attract a whole new audience, to getting startup beauty brands all set up with a messaging strategy for success—I’ve got stories for days!

But, it wasn’t always like this.

I started with a makeup brush working behind the scenes of Vancouver Fashion Week and local theatre productions, and worked on hundreds of faces as a Sephora Color Consultant before becoming a marketer.

Throughout my decade-long career in the cosmetics industry, I’ve learned a few things…

1. Cosmetics are an emotional purchase. People buy what we sell because more than looking good, they want to feel good. Makeup, skincare, and self-care are deeply personal, so they should be approached with empathy.

2.Trends come and go… and then they come again. I’ve seen countless products that have relied on the trend du jour go to the clearance bin within months (looking at you GlowJob Glitter Face Mask). Participating in trends is fun, but relying solely on them is a recipe for fast irrelevancy.

3. Storytelling matters. I was the top salesperson at my store (humble brag) and I got there without relying on pushy sales tactics—they make me feel icky. Instead, I told stories that helped my customers envision themselves using the product. Then, they’d come back for more.

4. The customer is QUEEN, get to know her. A fantastic product is nothing if you’re selling it to the wrong person. Knowing your customers and showing them you care builds trust so you become their go-to.

Now, as a beauty copywriter and messaging strategist I bring these and more of my insider secrets to make sure we talk to the right people, tell the right story, and build a sustainable brand foundation.

See how we can work together