Break through the
AI sameness and become
the brand people pay attention to.
Customer-Centred Copywriting + Email Marketing for indie beauty, lifestyle, and wellness founders building a brand that feels human and outlasts trends.
SEE HOW WE CAN WORK TOGETHER TO MAKE IT HAPPEN
Services
Communicate clearly at every stage of the customer journey
Messaging Strategy
Foundational clarityThe thing that sets your brand apart is not your product, but how you talk about it. I help you find the words that express what makes you different, so your audience immediately gets who you are and why you matter.
If you struggle to explain your brand, start here.
Website Copywriting
Brand expression & conversionsYour website is where that interest becomes a decision. I turn your messaging into clear, high-converting website copy that keeps people reading, builds trust quickly, and makes it easy for them to buy.
Email Marketing
Ongoing revenue systemRelationships and recurring revenue are built in the inbox. I create an email strategy, including Klaviyo automations and ongoing campaigns that keep your audience engaged and consistently coming back for more.
VIP Day
Execution sprintGot a project that needs to happen ASAP? This is it. You get one focused day where I work on your copy or email project from start to finish—so you can launch, update, or publish without delay.
Not sure what package is best for you?
I’m happy to help you find the best package for your business (or we can create a custom one for you). Book a 1-on-1 call with me and let’s find the best way I can support your business.
Why Indie Beauty Brands
Choose MC Copywriting
10+ years of experience working with beauty, wellness, and lifestyle brands (you could say I know my stuff)
More than 75 founders and growing indie brands supported
Customer-first messaging that strengthens every touchpoint in your brand
Messaging rooted in storytelling, customer-first thinking, and clear positioning. Hype marketing and pushy sales tactics are icky!
Fully customized strategy and messaging, so you don't sound like every other clean brand out there
Limited availability. I only work with a handful of clients at a time, so your business gets the personalized attention it deserves
Working with Michelle
was a breath of fresh air,
both for me and my brand
“After nearly a decade in business, I was swimming in stories, unsure which ones still mattered or how to tell them in a way that connected. Michelle helped me cut through the noise, find the heart of my brand, and bring it forward with clarity and purpose.
She took what felt scattered and turned it into a clear, compelling narrative that flows beautifully on my website. Every word she crafted made the site more cohesive, more engaging, and ultimately more strategic. Now, my website flows with intention, guiding visitors through a brand story that feels authentic and leads naturally toward conversion.
Beyond the brilliance, she's warm, flexible, and genuinely invested. I feel lucky to have worked with her and even luckier to have experienced a touch of her genius."
Anna G, Founder, Miss Organics
Don’t just take my word for it
Hear what one of my clients has to say about working with me.
MC Copywriting Signature Blend for Trend-Proof Messaging
1. THE ORIGIN
Your story, values, and point of view
The experiences and beliefs that tie emotion to your brand and make it one worth remembering.
2. THE MUSE
The one person you’re creating for
Your brand isn’t for everyone. It’s for one specific person. When we understand what they want, need and care about, we can write specifically for them.
3. THE PLACE
The space only your brand can own
The white space you fill in your category, and how you sit in your audience’s minds.
Like any great formula, it’s not just the ingredients that make it effective, but how they work together. My Signature Blend marries these ingredients to find the story that makes your audience obsessed with you.
Ready to take the next step?
Here’s what comes next
1. Book a discovery callWe’ll talk about your brand, your goals, and whether we’re the right fit.
2. ProposalIf we're a match, I'll send over a custom proposal outlining the scope of your project.
3. Make it officialAccept the proposal, sign the contract, and pay your deposit.
4. OnboardingYou'll receive your onboarding questionnaire, and we'll schedule your kickoff session.
Answers for your Qs
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A copywriter is a marketer who writes to drive action (clicks, sign-ups, sales, etc). This includes websites, emails, and ads. A beauty copywriter specializes in the beauty industry and understands ingredients, trends, and how consumers discover and choose those products. This background knowledge leads to more relevant messaging.
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The major benefit of hiring a beauty copywriter to write your website over a generalist is that I understand the context of the industry, what’s trending, and the nuances. After a decade working in this industry, I know that being a “clean” brand is not enough, I know that there are claims a beauty business cannot make, and can tell you the difference between a humectant and a moisturizer. So, you’ll spend less time on industry education, and you’ll get a strategic partner that gets the industry.
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I recommend booking as soon as you know you need support.
Website copy projects typically take 5–7 weeks, and I book about a month in advance.
If you’re aiming for a specific launch date, plan ahead.
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Beyond a more polished and cohesive online presence, my clients typically walk away with:
Clearer positioning and brand messaging
Easier, more confident communication of their brand
Improved engagement and conversion across touchpoints
Higher customer lifetime value through better messaging
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I work with product-based businesses in the beauty space as well as wellness and lifestyle brands. Over the years I’ve worked with skincare, makeup, haircare, fragrance, supplements, candles, and maternity brands.
If you’re an e-commerce business and have a product you believe more people should know about, I want to hear from you.