I’m about to spill the copy tea on what makes copywriters copywriters, and why you should choose us over letting AI write your content.

There’s a lot of talk, mostly coming from the tech bros, about copywriting being nothing more than stringing pretty words together. But if you read my previous blog post, Why Copywriting is More Than Words, you already know that before a single word is written, we first start with strategy, concept development, and market research.

A few months ago, the beauty community watched two influencers, Alexis Androulakis and Dr. Christina Basias Androulakis, launch their new brand, Leaked Labs. By all accounts, it was an unmitigated disaster. There were many reasons, but the main cause of the chaos was the founders’ decision to focus more on themselves than their audience. As a result, we all watched Leaked Labs get absolutely raked over the coals across social media, podcasts, and beauty publications.

In the past year or so, maybe thanks to AI, I’ve noticed a lot of incorrect assumptions being made about copywriting. Yes, writing or writer is in the job description or title, but writing is far from the only thing we do. I'm not sure how we got here. I assumed after the success of Mad Men, more people would realize that copywriting is more than words.

Creating a brand can feel like you’re trying to walk uphill in a blinding snowstorm with 100-mph wind gusts. I’m not saying it can’t also be fun and exciting, but when a founder's presence and input are required at every stage, it doesn’t always feel fun. Does my brand fill a gap in the marketplace? What lab should I use to formulate my products? Should I launch only DTC or also pursue retail space? What about my branding and messaging? How do I truly build a memorable beauty brand?

Every year journalists, marketers, and trend forecasters make their picks for what new trends we can expect to see in the new year. I wanted to share my predictions and wish list for what will be trending, and what won’t be, in 2026. If you know anything about me, you know this opinionated copywriter has some things to say.

We’ll be covering trends in advertising, beauty, and influencer trends. I’ll be sharing what I hope to see evolve and change in 2026, and what I hope we can leave behind in 2025, including trends that cause consumer fatigue, those that are super annoying, and those I find lacking in creativity or strategy.

t’s been awhile since I wrote a “from the desk of…” post, so I thought sharing my 2025 beauty favorites would be the perfect excuse to bring it back. As you’ll see below, my skincare, makeup, body care, and a styling tool picks come from a mix of indie and mainstream brands.

Millions of dollars are spent on TikTok every day. Brands are always looking for ways to go viral and sell out of their latest offering, but does virality or a sold-out launch guarantee brand loyalty? Not necessarily, especially if you don’t give your consumers a reason to buy again, become a part of your community, or engage with your brand. You never want your customers to say, “TikTok made me buy it, but would I do so again?”

As a copywriter, who works with beauty and lifestyle brands, I know that brainstorming is one of the most effective tools you can use to build a brand and create a long-lasting relationship with your audience. It’s the perfect starting place for launching a brand, developing your brand voice, creating a comprehensive picture of your target audience, and developing an effective advertising strategy.  

Feeling stuck? Too many ideas, but not enough direction? Don’t know where to start? Need a little spark of creativity? This is why brainstorming is so beneficial for your brand. It can help you break through all the noise in your brain and provide you with ideas, strategies, and a plan of action for making your next launch, sale, or event a success.

It’s an essential part of the advertising and copywriting process, and it’s one of my favorite things about being a copywriter. I love coming up with ideas and solving creative problems for my business and for my clients.