Head of Brand Content
 Fractional · 2024-2026

Commune

Taking a Somerset apothecary to Harrods.

Commune launched into one of beauty's most crowded categories. In botanical body care, "natural" and "sustainable" have stopped meaning anything. The brand had a real story: British herb lore, a belief in community, and a home in the Somerset countryside.

The mandate: build a voice and a launch strong enough to stand out in press and earn a place at prestige retail.

❋ Insights & Vision

In a category where every brand claims nature, ingredients don't differentiate. Belief does. We stopped describing nature and started offering it as a reprieve, then built a content system that gave the brand a reason to show up between launches.

❋ Voice & Identity

I wrote the brand's tagline and mantra, Nature is our reprieve, along with all website copy and the brand voice guidelines.

❋ Launch and Press

I built the press kits and launch campaigns, and supported the Karla Otto partnership that took Commune into Wallpaper, Condé Nast Traveller, Cosmetics Business and Beauty Magazine UK.

❋ During My Tenure

  • BoF Business of Beauty Global Awards 2025, Positive Impact

  • Stocked at Harrods, Liberty London, SSENSE

  • Featured in Wallpaper, Condé Nast Traveller, Cosmetics Business and Beauty Magazine UK

  • +62% conversion and 3× monthly revenue

Collection of luxury skincare products including bottles, tubes, and boxes on a reflective surface with dark background.
Person holding a black box containing five beige toiletries tubes labeled with the brand 'Commun' and various product names like body wash, body cream, shampoo, and conditioner.
Close-up of a mosaic sidewalk with the phrase "NATURE IS OUR REPERROIR" in large, black letters, surrounded by small, cream-colored tiles in a decorative pattern.
Black and white candles in decorated containers, with boxes featuring poetic text, arranged on a surface with contrasting shadows.
Close-up of a person with medium skin tone holding a beige reusable water bottle with black and beige design and the words 'NATURAL RES OUR' visible. The person has long curly hair and is wearing a white shirt.
An open magazine showing a two-page spread with text on the left page and a landscape photo of yellow wildflowers and rolling green hills on the right.