Senior Copywriter
As the sole copywriter on the agency team behind Maybelline’s global Instagram, I helped shape the brand’s social voice and bring creative concepts to life, from their monthly content calendar to more specific campaigns like the “Maybe It’s…” Miley Cyrus ambassador reveal, Brave Together’s mental health-focused storytelling, and more.
Maybelline
Evergreen Maybelline Content
We built monthly content calendars filled with application tutorials, sensorial product moments, and trend-driven ideas, all tailored to what was resonating in beauty culture at the time.
I concepted the creative themes and wrote every caption (even for assets produced in-house) to keep the brand voice consistent across the board. The challenge? Finding new ways to spotlight the same hero products without feeling repetitive. We solved it by using our social insights to evolve proven formats, and by building a “Glam Squad” of creators we partnered with consistently, while always scouting new talent.
Top Performing Creator-Focused Content (1M+ views each)
Caption: Trust the process 💗😉 Try out this viral pink undereye hack using our Sunkisser Matte Blush in in shade Pink Mirage, seen here on @veronikapafikk.
Caption: It’s giving glowy beach goddess 🧜♀️️✨ @Tori_india uses her Fit Me Nude BB Cream with SPF 50 as a flawless base for her beachy look. This product is a Europe exclusive!
Caption: Lesson of the day: How to properly apply your Lifter Liner, demonstrated by @reitxmakeup 👄 ✔
Caption: The correct way to use color corrector 💁♀️📝 Take notes as @charbarker shows you how to use every shade of our Instant Age Rewind Color Corrector.
Top Performing Product-Focused Content
Caption: Mini makeup, major summer vibes ☀️💄 Our totes are packed with our favorite summer must-haves… are yours?
Caption: Getting our Maybelline spring essentials all in one place 🌸 These must-haves are a total game-changer for the season.
Caption: It’s the sweetest time of year 💞Celebrating with these iconic Maybelline New York cookies made by @angelbakednyc 🍪😍
Miley Cyrus Global Ambassador Launch
To build anticipation around Maybelline’s newest global ambassador, Miley Cyrus, our agency concepted and developed how the “Maybe It’s…” campaign would live on social, creating a mystery-driven tease designed to spark conversation and excitement ahead of the reveal. From vague posters featuring QR codes to a flickering M in the Maybelline logo, each one revealed small hints that eventually built up to people guessing the news in the comments before the official reveal.
Brave Together Mental Health Content
To spotlight Maybelline’s Brave Together program (an initiative supporting mental health awareness), we partnered with a range of creators to share personal stories and spark real conversations. Each video focused on a different mental health topic, creating space for honesty, vulnerability, and connection within the beauty community.
Caption: This Valentine’s Day, we're here to remind you to show yourself kindness and love, with a message from @beyoncejanvier 💗 Regardless of if you’re single or in a relationship, prioritizing your mental health can be tough—but remember, you are deserving of the time, care, and love it takes to nurture your well-being. You’re worth the effort.
If you or someone you know is struggling, text TOGETHER at 741741 for free, confidential 24/7 support. Let’s be #bravetogether
Caption: Spring is a season of renewal, and with May being #MentalHealthAwareness month, it’s the perfect time to refresh your mindset 🌸 @Salomefedz shares how she’s moving forward and reminding us that the past doesn’t define us.
If you or someone you know is struggling, Maybelline funds free mental health services. Text TOGETHER at 741741 for free, confidential 24/7 support. Let’s be #bravetogether ❤️
Caption: Here’s a reminder to love the skin you’re in ❤️ @Madeleineedwards shares a bit about her experience with breakouts and mental health. Now, she’s heading into spring with confidence 🙌
If you or someone you know is struggling, text TOGETHER at 741741 for free, confidential 24/7 support. Let’s be #bravetogether
Caption: @Lucamornet shares what coming out looked like for him 💛
This #PrideMonth, he’s reminding us that every journey is different and, most importantly, that no one has to go through it alone 🌈
If you or someone you know is struggling, Maybelline funds free mental health services. Text TOGETHER at 741741 for free, confidential 24/7 support. Let’s be #bravetogether
April Fool's
To bring some humor to Maybelline’s feed, we concepted the Lippie Tracker 3000—a fake, futuristic device that attaches to your gloss so you never lose it again. Equal parts beauty and absurdity, it struck the right tone for April 1st and got fans talking.
Caption: The future of lip gloss is here! Introducing the Maybelline Lippie Tracker 3000—an innovative attachment for your favorite lip gloss that ensures you'll never lose it again… or will you? 😉
Link to post
Agency: SAMY Alliance
ACD: Adriana Laroche
Copywriter: Myself