Beauty Product Innovation and Development Strategist, Licensed Cosmetologist, and Educator.
Projects
From early ideation to market launch, I work closely with founders and teams to clarify vision, refine messaging, and align product performance with consumer expectations. The case studies here offer a behind-the-scenes look at how insight, intention, and execution come together to build brands that resonate, especially in moments of growth, transition, or repositioning. Whether guiding a concept from root to shelf or strengthening an existing brand’s foundation, my work is always grounded in what real people need, feel, and respond to.
Soft Rows
Soft Rows began with a question: what does textured haircare look like when it centers softness—of self, of science, of story?
From ideation to education, I partnered with founder Quani Burnett to shape Soft Rows into a brand that honors both emotional nuance and product performance. My role evolved across key milestones; from early concept clarity and ingredient feedback to brand positioning, founder coaching, and the full development of the brand’s educational strategy. This case study outlines how deep collaboration, story-driven structure, and technical expertise came together to build a brand that speaks directly to the textured hair consumer with care, credibility, and resonance.
The Barb Shop
The Barb Shop is a performance-first grooming brand built for short-haired people who want function, identity, and ease in one package. Since 2022, I’ve partnered with the founder, Sheena Lister, to shape product development, brand education, consumer communication, and creative direction, aligning the needs of stylists, barbers, and clients under one clear vision. From hands-on product testing and packaging copy to campaign styling and educational content, this work has bridged formulation, performance, and identity, positioning The Barb Shop to scale with intention, clarity, and cultural relevance.
Curl Magazine
Curl Magazine is a trusted resource in the textured hair space, amplifying expert voices and supporting curl-conscious consumers through education, storytelling, and product discovery. As a contributing expert, I served as a recurring panelist answering live questions from readers, offered practical guidance rooted in hair science and salon experience, and contributed written insights to magazine features. My role centered on bridging the gap between professional expertise and everyday haircare, empowering consumers to better understand their hair, their routines, and the products they choose.
