Skinminimalism, clean beauty, graphic eye art, CBD—there was so much to love about beauty trends in 2019. As a senior copywriter at Ulta Beauty, I captured it all, writing and ideating up 7 emails weekly for unique categories like hair, fragrance, makeup and more. Each send featured a story I thematically pulled through at all touch points. 

Keeping pace and writing to Ulta Beauty’s estimated audience of 26.6 million subscribers required consistency, productivity, and a never-ending well of creative chutzpah. Where’s my eye mask…?