Four years inside a fast-growing beauty brand, morphing into whatever content function the team needed next. No neat before-and-after graph, because the brief was never one thing.
Most use cases open with a metric. This one can't.
I've been working with The Skin Nerd and Skingredients since the summer of 2022, when Sophie Kinnear emailed asking about a single ten-second paid social video on a budget that wasn't L'Oréal. Four years later, we're still here. What's changed is everything in between.
The first job was that one Meta ad. The current job is a Content Atlas report, mapping every piece of content the brand makes against the consumer journey, so the team can stop guessing what to brief next. Between those two points, the relationship has rebuilt itself half a dozen times.
What we've been part of, in no particular order:
The people on the other side of the email have changed too. As the team has scaled, the day-to-day has moved through senior brand managers, marketing leads and now the Head of Education. That's how good brands grow. A few trusted partners learn to work with whoever is in the seat, and the relationship doesn't restart every time someone new picks up the brief.
This is the use case, then. No neat before-and-after graph, because the brief was never one thing. What I can show is that for four years, when the brand needed a new kind of content function, they didn't go looking. They turned around in the seat and asked the person already there.
That's the work I'm most proud of, and it's the work that's hardest to sell upfront. Most prospects want to hire a service. A video team, a social team, a paid team. Most growing brands actually need a content partner who can move with them as the company changes around them, because in four years a beauty brand will not be the same shape it is today.
The Skin Nerd is the proof that working this way is possible, and that the relationship gets better, not worse, over time.
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