True Botanicals

Brand Campaign + Editorial Direction

In partnership with Be Good Studios, I came up with the concept and language for this campaign. The idea of “the truth in beauty” sprung naturally from the nontoxic skincare brand’s ethos, its expression an evocative (and ownable) ode to their ingredient integrity.

Photographed by Inez and Vinoodh, two of the world’s most powerful image-makers, the campaign celebrates raw truth—not only on a product level, but on a personal one. The energy of embracing the wild within, fully inhabiting your own life, and letting genuine love and belief guide you.

I crafted all messaging: poetics descriptive of both personal truth and that of the brand’s formulas. This came to life across print, OOH, digital, social, and e-commerce.

In addition to my campaign contributions, I also served as a consulting Editorial Director for True Botanicals for six months. In this role, I managed a team of three writers and established and implemented a new tone of voice across e-commerce, email, and social channels.