Wellness and beauty copy that sounds like it was written by a person. (Because it was. Me!)
Hi hello, I’m Allie—editor, copywriter, and content strategist. I've spent 11+ years writing for wellness and beauty brands and publications that actually care about their readers: Well+Good, Byrdie, Bustle, Poosh, and more. I make complex topics feel approachable, brand copy feel human, and editorial feel like it was worth clicking.
Well+Good
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Bustle
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Byrdie
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TZR
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Poosh
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Greatist
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HelloGiggles
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Well+Good ✳︎ Bustle ✳︎ Byrdie ✳︎ TZR ✳︎ Poosh ✳︎ Greatist ✳︎ HelloGiggles ✳︎
About Me
The person behind the prose.
"I thought acne was something that I'd outgrow, like knowing all the lyrics to Evanescence's first album or a tendency to succumb to ennui."
That's the opening line of one of my favorite pieces I've ever written. Alas, it's also no longer live on the internet. Such is life in digital media.
I've been writing about wellness and beauty for over a decade, which means I've interviewed dermatologists about about whether you actually need 12 steps in your skincare routine (you don't), done a deep dive on every gut health trend that's ever existed, and got into an ice barrel in my backyard in the name of journalism. (I stayed in for a full five minutes, or about half of All Too Well (10 Minute Version) (Taylor's Version) (From the Vault), my preferred way of tracking time.)
My career started in beauty publishing at TotalBeauty, moved into brand-side content strategy at Hum Nutrition, and deepened through years of editorial work at The Zoe Report and Well+Good. I put all of these skills to good use at Poosh, where I managed the editorial calendar, edited and wrote content, and ran brand voice across every touchpoint from newsletters to e-commerce copy to SMS campaigns.
What I've figured out over many years of doing this: the best wellness and beauty content is smart without being clinical, fun without being fluffy, and earns trust before it asks for anything. That's the kind of copy I write—and the kind of content strategy I build.
My Portfolio
A few things I've written and why they worked.
A first-person review of the Ice Barrel cold plunge system, written as the trend was going from celebrity wellness novelty to mainstream conversation. The goal was to take the science seriously, be honest about the experience, and make the whole thing fun to read—without undermining the product.
“Getting in feels a lot like ripping off a wax strip—you just have to commit and stop thinking about it.”
Not just an article, a big IGS campaign. I wrote the product copy, campaign headlines, and individual taglines for a multi-part Instagram story series featuring six members of the Kardashian-Jenner family—each with their own stocking stuffer and splurge pick. That meant writing in six distinct tonal registers while staying on-brand for Poosh, balancing product education with personality, and collaborating with social and design teams to make sure every slide landed visually and verbally.
The fact that "massage your mistletoes" and "'twas the knight before Christmas" exist in the world makes me proud.
A sponsored editorial for Vans, built around six complete outfits for different summer occasions, each paired with a specific style and accompanied by a collage visual. The client was very happy. Writing sponsored content well means making a brand feel like a natural editorial recommendation rather than an ad, which requires understanding both the product and the reader well enough to find the honest overlap.
“Flirty enough for a meet-cute in the melon section, comfy enough to wander around for hours.”
A first-person essay on learning to stop treating being a hopeless romantic as a personality flaw. This one required emotional honesty, a light touch, and the kind of specific personal detail that makes a reader feel like they know you. A very different register than product copy or news-driven features. Resonance over information, which is its own kind of skill.
“I am a hopeless romantic, and I always have been. But there was a time when I rejected that part of myself because I thought it was too embarrassing and lame.”
An expert-sourced deep dive into the science of why women are more sleep-deprived than men, covering hormonal cycles, cortisol, the mental load, under-diagnosed sleep apnea, and practical solutions. The piece drew on two medical experts (a naturopathic doctor and a double board-certified physician) and required translating genuinely complex science into something a reader could absorb while, ironically, probably exhausted. This is the kind of wellness content that builds real brand authority: rigorous enough to be trusted, readable enough to be shared.
Service journalism at its most committed. This piece took a question people are genuinely Googling, found an actual expert to answer it properly, and made the whole thing feel like a story rather than a FAQ page. The reporting is real (undergarment expert, cotton gusset science, vaginal health implications). The voice is unapologetically personal. And yes, I did give myself a wedgie in the name of journalism. Not everything I write involves ice barrels or dermatologists. I contain multitudes.
“I know, profound thoughts from a grown woman who, again, intentionally gave herself a wedgie.”
Here's what I actually do.
I work with wellness and beauty brands, media companies, and founders who want content that's smart, specific, and built for real readers, not just search algorithms. (Though I know how to write for those, too.)
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In-depth articles, expert-driven features, product roundups, and evergreen content that earns trust and traffic.
Great for: brand blogs, digital publications, content hubs, and SEO editorial.
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I help brands figure out how they should sound—then make sure everything they publish actually sounds that way. This includes voice guides, messaging frameworks, editorial calendars, and a strategic foundation that means your content team isn't reinventing the wheel every week.
Great for: new brands, rebrands, and teams scaling their content.
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Email campaigns, newsletters, e-commerce copy, digital ads, SMS, and product descriptions — written with a real point of view and optimized for people to actually read them, not just scroll past.
Great for: wellness and beauty brands with something to launch, sell, or say.
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If your content exists but something's off — the voice is inconsistent, the strategy is fuzzy, or you're just not seeing the results you expected — I can help diagnose and fix it. I audit existing content, identify gaps, and give you a clear path forward.
Great for: brands with content that needs a lil zhuzhing.
Not sure which you need? Tell me what you're working on and we'll figure it out.
