UAREU is a skincare and mindcare brand founded on a simple premise: how you feel shows up in your skin. Stress, anxiety, sleep and self-worth all have an impact, so the brand takes a holistic approach to both skin and mind.

They came to me to build their social media presence. The concept was good. The brief was to make it readable, consistent and worth following.

I did the social end-to-end for UAREU from 2022 to 2024 and then moved on to do their wider content and marketing.

Strategy. I put together the social media strategy and wrote the brand voice guide so every post, email and product page sounded like the same brand.

Planning. Monthly content plans, broken down into weekly calendars. Nothing went up by accident.

Content. Graphics, captions and hashtags for feed posts, Reels and Stories. Then I scheduled and posted it all.

Ads. I consulted on the ad campaigns and produced the graphics and videos.

Beyond social... email newsletters, product descriptions and website copy, plus ongoing content and social media consulting.

The content's job was to make the skin/mind connection absolutely unmissable.

Education that earns saves. Carousels such as "How your mental health affects your skin" take stress, anxiety, lack of sleep and depression and map them to what it actually does to the skin. Very specific, very useful, definitely worth coming back to.

Honest topics, dealt with in a sensitive way. Posts such as "Navigating the complex emotions of pregnancy" gave the brand a voice on things that most skincare accounts would never touch.

Values on the grid. A "What we value" series turned the brand's beliefs into content people could see themselves in.

Stories that were actually starting conversations. The check-ins, the "tip of the day," and the "question sticker" got people to respond rather than just swipe past.

A look that holds together. Black, white and soft greys. Editorial serif type. Black and white photography. Calm, premium and instantly recognizable in the feed.

Over 12 months, compared with the 12 months before:

Instagram reach: 58.2K, up 1,600%

Instagram profile visits: 1.4K, up 310%

Facebook reach: 2.8K, up 44.7%

Facebook Page visits: 1.6K, up 214%

New Facebook Page likes: 116, up 625%

The reach curve tells the story: a sharp climb in the first few months once the strategy was in place, then steady growth that kept going.

A brand that has a genuine point of view doesn't need the loudest content. It needs clear content, posted consistently in a voice people can trust.