Led by beauty journalist and former editor Erin Berryman, Edited By brings together editorial instinct, strategic thinking and insider industry knowledge to create beauty copy that actually means something.

From skincare and aesthetics to wellness and cosmetics, the strongest beauty brands don’t just sell. They have substance, inside the bottle and out.

That's where thoughtful copywriting comes in.

With a background spanning magazines, digital publishing, branded content and PR, Edited By creates beauty copy designed to sound intelligent, distinctive and genuinely aligned with the brand behind it.

Erin has written for Australia's leading beauty titles and partnered with globally recognised names including LVMH, L'Oréal, Dermalogica, Clarins, Bondi Sands, Shiseido, Avène, Unilever and Swisse.

Beauty copywriting services

Skincare copywriting, aesthetic clinic copywriting, cosmetic and beauty brand messaging, wellness and spa content, product descriptions, editorial and advertorial writing, founder storytelling, campaign copy, website copywriting, brand voice development, treatment and service descriptions, email marketing and launch copy, beauty blog writing and SEO content strategy.

Beauty copy that knows the industry

The beauty industry has no shortage of content. Every launch promises radiance. Every treatment is transformative. Every second product is “results-driven”, clinically proven or powered by the ingredient of the month. The once-holy-grail retinol now sits among a sea of buzzed-about breakthroughs: exosomes, PDRN, salmon sperm and whatever’s next. Somewhere between the gloss, the jargon and the before-and-afters, a lot of beauty brands start sounding exactly the same.

Strong beauty copy understands formulation, audience psychology and the nuance between sounding aspirational and sounding interchangeable. It knows how to communicate efficacy without sounding clinical, and how to build trust without relying on exaggerated claims.

Whether it's a cosmetic clinic, wellness brand, aesthetic device company or skincare launch, the best beauty copy should feel informed, intentional and impossible to mistake for anyone else's.

Editorial thinking, not just marketing language

Before founding Edited By, Erin spent over a decade inside publishing and media, writing and editing content across beauty, wellness and aesthetics.

That editorial background shapes the approach to every project.

Good beauty copy isn't just about selling a product. It's about understanding culture, audience behaviour and the emotional language people respond to. It's about finding the balance between aspiration and credibility, strategy and storytelling.

The result is copy with depth behind it. Words that sound considered rather than manufactured.

Beauty copywriting for:

• Skincare brands

• Aesthetic clinics

• Cosmetic and injectables clinics

• Wellness brands

• Spa and salon businesses

• Haircare brands

• Beauty retailers

• Supplement and ingestible beauty brands

• Fragrance and cosmetics brands

• Professional beauty distributors

• Device and technology brands

• Founders and industry experts

SEO beauty content without the keyword stuffing

Beauty brands today need to do more than look good online. They need to be discoverable across Google, AI search and modern digital platforms without sacrificing tone, trust or brand identity.

Edited By creates SEO beauty content designed to perform in search while still sounding human. That includes strategic website copy, long-form content, treatment pages, blogs and editorial-style SEO articles that balance discoverability with readability.

Because ranking matters. But sounding like everyone else doesn’t help either.

Need beauty copy with substance behind it?

Whether you’re launching a skincare brand, refining your clinic messaging or creating SEO content that still sounds elevated, Edited By creates beauty copy designed to connect, convert and actually be remembered.

Learn more about us and explore our services.