About Me

Some people call me The Brand Doctor... others, The Brand Whisperer. Whether you’re an established brand in need of help or are just at the beginning of your brand’s journey, you’ve found your person.

With over 20 years of experience in brand creative & strategy, innovation and R&D, my business is mainly generated from referrals. My client list includes Sephora, Benefit Cosmetics, Burberry, Lululemon, Top Shop, and Trinny London. I’ve invented bestselling products for some of the biggest prestige beauty brands and retailers in the business, guided innovative ideas to launch, inspired dramatic returns-to-form for brands sold across the globe, and co-founded my own successful brand, which I later sold.

New product development

I invented the first healthy luxury deodorant over a decade ago (a formula chemists initially claimed was ‘impossible’), which overnight lifted sales in Sephora by more than 200%, won multiple Allure “Best of Beauty” awards, and effectively created an entirely new category in beauty. 

Brand turnarounds

Typically, brands turn to me when they need to reconnect with their customers or improve their brand’s performance. What happens after that is often surprising and magical. Because my approach is grounded in something deeper and more dynamic than market reports and trends, those looking for innovation may discover an entirely new direction for their brand; companies looking for positioning advice find themselves organically breaking into an entirely new category of products.

New directions based on core brand values

The ideas I produce drive authentic innovation. That's because unlike many agencies, I become part of the brand family and advise with the perspective and thoughtfulness of a brand founder. My ability to dig deep into the archives and translate core values into a genuine approach gives internal teams a foundation from which to continue evolving the brand.

With heaps of experience…

Over the years, I have worked in the U.S., Canada, the UK, and Europe, adding international fluency to my plugged-in perspectives on whitespace opportunities, for brands ready to expand. My early exposure to beauty and sales as a makeup artist, training in visual and digital art and media, experience in brand and product R&D, and my past life as a lawyer in trademark, copyright, and entertainment law give me a rare and deadly mix of skills and street cred in the industry.

A lot of intuition…

I combine analytical thinking, an encyclopedic knowledge of all things beauty, and an intuitive understanding of what women at every age truly desire—and also what turns them off. With this rare mixture of skill and experience, I keep my clients ahead of the curve.

And just a little magic…

With my ear to the ground and unparalleled instinct on which white space needs filling next, I’m known for finding ways to do the impossible for my clients. Whether I’m finding the needle in a haystack or persuading talented chemists to push the limits, I’ve got a knack for making “it” happen. If a cool product doesn't exist yet, I’ll invent it, make it, or find the people who can help realise the dream. I probably invented a new product this morning. I just couldn't help myself.