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From 0 to 1K: Helping a purpose-driven D2C brand launch and grow on IG
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Inclusif is a gender-neutral makeup brand aiming to revolutionise beauty industry norms.
https://docs.google.com/presentation/d/1OhKaKIRWN-pCl8r7DGTzxFR-nkZhDaw9D6-Rt42BfCg/edit?usp=sharing
Started working with Inclusif even before their launch.
Helped shape their ideas into a consistent brand voice and tone.
Created an “Avatar” of Inclusif—defining what the brand would be like if it were a person.
Worked closely with the founder to identify their brand persona, customer persona, brand archetype, tone of voice, and USP. Laid down the foundation and strong identity of the brand. The Avatar struck a chord with the founder and that’s how we began working together.
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Copywriter and Strategist
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I led concept development, wrote copy and scripts across formats, and worked closely with the designer to ensure every visual aligned with the purpose of the brand.
https://www.instagram.com/p/DBd3njquRXs/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/p/DBY8AnvStzD/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
One of the biggest challenges was that Inclusif wasn’t just here to sell products — it aimed to lead a movement. The brand set out to redefine beauty standards and shift the narrative around self-expression.
That meant every piece of messaging had to reflect a deeper purpose — not just promote, but provoke thought.
What made it more complex: as a new brand, Inclusif’s vision was still evolving. The founder was exploring and refining the brand’s direction as we progressed — which required us to stay flexible, thoughtful, and ready to adapt as the vision took shape.
https://www.instagram.com/reel/DAkdOIUtpKk/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/p/DDrkniepWWY/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Over the months, we ran several campaigns to bring Inclusif’s message of inclusivity to life — across formats and platforms.
I led the ideation and handled end-to-end execution for each one — from concept to copy to final rollout.