Luxury Beauty - Noli

Beauty can get technical, but the copy doesn’t have to.

That’s where my experience and love of making complex things easier to understand come in.

At the end of 2025, I freelanced as the SEO writer at Noli: a personalised beauty AI platform backed by L’Oréal that’s designed to help customers cut through the noise and find products suited to their individual skin needs. I wrote content across skin/hair concern category pages, PDPs and the blog, translating complex skincare science into clear, engaging copy that helped customers better understand their skin and the products available to them. From exploring concerns such as redness and irritation to breaking down ingredients, formulations and product benefits, the challenge was always to balance scientific accuracy with accessible, customer-friendly language, without losing Noli’s distinctive tone of voice.