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FROM LAB

to

LANGUAGE

Where science meets storytelling and brand worlds begin.
Turning innovation into imagination and beauty into belief.

Some of the stories told so far

Black background with white text that reads "AROOBA MAKE UP AN ICON".
Logo for TROIKIN Young Skin Science, featuring the brand name inside a square with the phrase 'YOUNG SKIN SCIENCE' below.
The logo of Olverum, featuring a stylized S-shaped symbol above the word 'Olverum' in white text on a black background.
View my portfolio
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YOU WANT TO BE:

Meaningful. Thoughtful. Relevant. Brave. Conscious. Respectful. Exciting. Captivating. Insightful. Intentional. Soulful. Expert. Knowledgeable. Creative. Stylish. Dynamic. Relatable. Intuitive.

Felicity Brewster is a UK-based beauty copywriter and brand voice strategist.
She helps founder-led skincare and wellness brands turn formulation into feeling through intelligent, science-led storytelling.

Your voice should be heard.

Capturing beauty and inspiration in every word.

Where science meets storytelling and brand worlds begin.

I’m a beauty copywriter and brand voice strategist who helps founder-led beauty and wellness brands translate innovation into imagination. I bridge the space between formulation and feeling, creating language systems that bring your brand world to life.

With over 25 years in product development, innovation and brand creation, I’ve worked across every layer of beauty: from laboratory meetings and ingredient sourcing to naming, narrative and campaign strategy. I’ve built concepts, collections and ecosystems where science, creativity and emotion meet — where every detail supports the story.

Now, through Fresh Beauty Solutions, I help founders build brands that feel inevitable. I work with the scientists, creatives and entrepreneurs shaping the next generation of beauty to craft stories that make people believe in what’s inside the bottle.

My work spans:

  • Brand voice and narrative systems

  • Product naming and messaging hierarchies

  • Launch storytelling and strategic copywriting

  • Science-led language that makes complexity feel clear

My approach is equal parts intuition and precision. Every word is grounded in truth, empathy and expertise. I speak the language of claims and compliance, but also of connection and conviction.

Because your brand isn’t just what you sell.
It’s who your customer becomes when they choose you.

If you’re building something real, something that deserves to be understood and felt, I can help you find the words.

Let’s build your world.

Find out more
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Beauty copywriting with substance. Brand voice strategy with soul.

Beauty copywriting with substance. Brand voice strategy with soul.

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Counter Culture logo featuring a leaf within a circular arrow, with the words 'Counter Culture' in white on a black background.
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Black background with white text reading 'MZ SKIN BY DR MARVAM ZAMANI'.
Black background with white text displaying: 'WILDSMITH SKIN'.
Black background with a white logo featuring a stylized Greek temple and the text "TEMPLESPA" beneath it.
Black background with white text and logo for Beyond Beauty Club.
Black background with a white circular logo. Inside the circle, the word 'zeg' is written in a stylized font, with the 'g' featuring a small circle above it. Below 'zeg,' the word 'SKINCARE' is written in uppercase letters.
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Logo for Tapping for M.U.M.S with a black background, white text, and a triangular design.

LET’S WORK TOGETHER

It's noisy out there. It's hard to be heard. But words can be magic. Words matter to me. I believe that what sets you apart is your story and how you tell it.

So, whether you're a start-up or an established brand, telling the story of a product or service, your journey as a founder, looking to create a ground up concept...a name...some education...a rethink...a redirection...adding layers to your brand's conversation...oh I could go on!

This is what I do. Finding your story, finding the essence of who you are, what you represent...that's what makes me tick.
Let me help.

SOME OF WAYS WE CAN WORK TOGETHER

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Verbal Identity & Creative Brand Strategy

Uncover Your Unique Voice: Compelling storytelling that is authentic and passionate; helps you communicate your brand’s purpose and personality.

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Articles & Blogs

Thoughtful Beauty Insights: Creating credible, insightful, knowledgeable and honest content can position you and your brand as a thought leader, ally, expert and trusted resource.

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Copywriting

Transform Your Message: Captivating copy on pack, online and through your channels helps entice your customers, convert sales and maintain consistency of tone.

Discover my services

  • "Working with Fee has been an absolute pleasure as she skillfully breathed life into our vision through her words. Her exceptional support in shaping our brand's tone of voice and maintaining its consistency across product packaging, website, and social media platforms has been invaluable. I wholeheartedly recommend Fee for her remarkable writing prowess and commitment to enriching our brand narrative."

    Arooba Anwar - Arooba Beauty

  • "Fee has been absolutely incredible during the ideation of the brand, particularly the naming exercise. I wanted it to have meaning behind it and she came up with so many great options that combined my culture, language and values and eventually landed on the perfect one She’s really easy to communicate with, and I thoroughly enjoyed working with her on this project."

    Shikha Ramjutan - Founder - Resèt

  • "I had the pleasure of working with Fee on GSB and was very happy with her input. She predominantly helped us with copy content for GSB’s digital and social content. She demonstrated an exceptional ability to transform complex ideas and articulate them well in the brand's tone of voice. She was friendly and flexible and able to deliver to tight deadlines. I would be happy to recommend Fee as a valuable asset to any marketing team. "

    Matt Burke - Almighty Brands

  • "Felicity is the most amazing story teller and really ‘got’ our brand. Her skill in crafting compelling and impactful content that is in keeping with the brand ethos made Øthers come alive. In keeping with our brand Fee challenged us to ’think differently’ and infused each piece of copy with a distinct voice with commerciality. Felicity really took time to understand our unique needs and she approached each project with professionalism, an open mind, and a genuine enthusiasm for helping Øthers achieve its vision. If you are looking for a copywriter, brand developer who feels part of your company, Felicity is your girl!"

    Ros Simmons - Øthers.com

  • "Fee is a brilliant all-round copywriter. Not only does she understand the NPD copy process and worked hard to produce great copy within a rather messy system - but she can quickly pick up a brand's tone of voice and apply it to everything from printed brand collateral, to social copy and CRM."

    Natalie Ticehurst - Head of Brand Content - 111Skin

  • "I have worked with Fee over many years, with different brands and always get in touch with her when I need someone with passion, insight and a friendly approach. She has decades of experience in beauty, from both behind the scenes in NPD to creative brand voice development which gives her a style that it authentic, expert and yet relatable. She is approachable, friendly and slots into a team with ease."

    Chloe Battimelli - Head of NPD - 111Skin

  • "Having worked with Fee on a number of projects, I would not hesitate in recommending her as a fantastic person to work with due to her great professionalism and character. I would also like to add that Fee has a comprehensive knowledge of the cosmetic industry; I've worked with her in the region of spa and treatment formulation. Her talent is punctuated by her copywriting and fluency with what it is to understand the heart of any brand."

    Richard Howard - Arcania Apothecary

  • "I had the pleasure of working with Felicity during the rebranding of my skincare business in 2022. We turned to Felicity for help with our brand copywriting, framing who we are, our tone of voice as well as copy for our new website. Following this Felicity then produced a number of blogs for us based on skincare and where our products might be of benefit to the consumer. At all times Felicity could not have been more engaged, really making an effort to get under our skin which was reflected in the quality of her work. I enjoyed working with Felicity who was always on time with her copy, very professional and a joy to work with. I would definitely recommend Felicity to anyone."

    Paul Kelsey - Founder - Kelsey Skin

  • "Felicity was instrumental in supporting me build my brand from its very early conception. Carefully understanding my brand and my vision to articulate our core values to our customer and followers. I genuinely enjoyed working with such a bright and experienced woman and she has remained an ally to the brand who I would not hesitate to return to for more advise and support!"

    Dr Amina Al Beyatti - Troikin Skin

  • "I have worked with Felicity in her roles as both a client and an advisor over many years and always been impressed by the extent of her knowledge of the Personal Care industry, her attention to detail when researching and presenting plus her creativity. She has, at all times, demonstrated a keen awareness of cost and offered practical advice throughout all the stages of a project. These attributes teamed with her extensive network of contacts and her passion for the industry in which she works has made her a valuable team member to have in any project."

    Peter Darke - Purple Cheetah Consultancy

  • "Looking for exceptionally well researched beauty and wellness content that's educational and inspiring to read and always delivered on schedule and to budget? So were we! Then we were introduced to Felicity Barnes. She's the perfect extension to your marketing team and an absolute pleasure to work with."

    Wendy Martin - Counter Culture

  • "We, at Olverum, curate a blog space called Wellbeing hub, where we delve into the intricate realms of beauty, health and mental wellbeing. Our content is deeply rooted in scientific facts sourced from official stats and PubMed. Finding a writer who could seamlessly blend the complexities of science with the simplicity our audience craves was crucial for us. Felicity proved to be the perfect fit. Her extensive knowledge of ingredients, products, menopause, environment, consumer behaviour and lifestyle coupled with a keen understanding of our brand ethos and tone, set her apart. She skilfully transformed intricate scientific details into articles that resonated with our readers. Her ability to capture the essence of our brand without losing the essential scientific nuances was commendable. We appreciated Felicity’s patience and professionalism. Despite our meticulous nature and occasional omissions in the brief, she adapted swiftly, making numerous revisions until the content aligned perfectly with our vision. Her responsiveness and dedication made the collaboration seamless. For anyone seeking a writer who can effortlessly translate scientific intricacies into engaging content while maintaining the essence of your brand, Felicity is the person you need to speak to. Her creativity, professionalism, and adaptability make her an invaluable asset to any project."

    Eco Arakaki - Head of Product and Brand, Olverum

Ready to tell you story? Get in touch