Allkinds is a whole world of awesome, expressive personal care for kids & teens. Led by Michelle Mattar at Practice, I contributed copy to help build the brand over the years as Practice helped build its unique universe: the end result was five product categories, six fragrance worlds, three stores in Australia at launch, and 400+ products.

I contributed to Practice’s work on brand naming, identity, strategy, product naming, packaging copy, and web copy for every product & site page. I also translated science-y stuff into content for each ingredient in Allkinds’ searchable database. Before launch and for three months after, I worked on copy as Practice ran Allkinds’ Instagram & email marketing channels: we produced 60 emails, four campaigns, and organically grew their following from 0 to 15k+ followers. My favorite part overall was naming nail polish colors—a true dream come true.

  ̌