Walgreens Beauty

Editorial Direction · Content Strategy · Creative Direction · Writing · Production · Beauty

I led the editorial and creative vision for Walgreens Beauty, helping transform it from a place to buy products into a beauty destination with a point of view. I built the content strategy, voice and programming around expertise, inclusivity and real life—then brought it to life across editorial, social, video, partnerships and the store experience. My role spanned strategy through execution: developing franchises and partnerships, concepting and writing campaigns, directing photo and video, styling talent and often doing the makeup myself.

Seasonal Beauty Lookbooks

I approached each season as a point of view, not just a product story—using trend research and promotional priorities to shape a distinct visual world. I cast real people and chose not to retouch them because beauty felt more compelling when it looked lived-in, individual and recognizable. I creative-directed every shoot and did the makeup myself, carrying the idea from research through the final frame.