HALEYS Beauty is a 100% vegan and cruelty free makeup brand that focuses on skin-friendly, science-backed ingredients for high-performance products that exceed expectations, not budgets.
Brand Opportunity
HALEYS required a strategic repositioning to elevate product efficacy in a saturated clean beauty market. The challenge was to cut through greenwashing and position the brand as a trustworthy, performance-driven alternative for socially-conscious beauty consumers.
Audience Insights
Millennial and Gen Z consumers (18–35) are savvy, values-driven shoppers who expect transparency and tangible results. They’ve grown weary of vague clean beauty promises and instead seek brands that can back up their claims with performance, credibility, and purpose. For this audience, trust is built through clear messaging, ingredient integrity, and a brand ethos that aligns with their personal standards.
My Role
✔️ Led rebrand efforts, refining the brand voice, messaging pillars, and narrative strategy to elevate product efficacy and stand out in a saturated market
✔️ Concepted and led multi-platform campaigns that cut through clean beauty skepticism
✔️ Collaborated with designers to bring campaign creative to life across paid + organic social and email
✔️ Built and managed content calendars tied to product launches, brand moments, and growth goals
✔️ Wrote conversion-focused copy that built trust, educated consumers, and drove engagement
Key Performance Highlights (within first 6 months):
Organic + Paid Social
🌟 200K Instagram impressions | 7% engagement | ROAS: 3.4:1
🌟 180K Facebook impressions | 5% engagement | ROAS: 4:1
🌟 25K+ video views across platforms
🌟 Platform growth in 6 months: Instagram/Facebook +58%, TikTok +25%, YouTube +20%
Email Marketing
🌟 Increased open rates by 60% and click rates by 30% and grew subscriber list by 34% within 6 months
🌟 Maintained 25% Open Rate | 10% Click Rate | 5% Conversion Rate
Organic + Paid Social
