For my third collaboration with Cult Beauty - the destination for the very best in beauty - I created a hair-focused story for the Cult Conscious Edit. I planned the shoot with lighting in mind, capturing tight product and hair-texture close-ups, application moments, and step-by-steps. I handled storyboard, scripting, filming, and edit, then optimised all assets for Instagram with supporting Stories that spotlighted the Conscious Edit’s proof points and the benefits of shopping with Cult Beauty.
Brief: Showcase the Conscious Edit through hair care with clear reasons to shop at Cult Beauty.
Role: End-to-end creator - concept to delivery
CONSCIOUS HAIRCARE EDIT
CULT BEAUTY
SERVICES
- Videography
- Creative Direction
- Set Styling
- Storyboard, scripting, B-roll
- Video & Music Edit
- Social Asset Cut-down
- Content Scheduling & Strategy
Creative approach
Pre-production: Storyboarded a full styling routine, scripted voiceovers, and mapped out a shot list that balanced texture close-ups with product detail.
Production: Directed and shot content with lighting in mind to capture glossy hair textures and creamy product consistencies. Included product application moments and detangling sequences for relatability.
Post-production: Edited reels optimised for Instagram, with cut-downs for Stories. Added on-screen prompts to highlight the Conscious Edit’s ethical “Proof Points” such as cruelty-free, recyclable packaging, and Black/female-owned businesses.
Execution: The content followed a natural “wash-day routine” narrative, moving from treatment to styling and finishing with results. Supporting Stories incorporated screen grabs of Cult Beauty’s Conscious Edit tab, showing audiences how to identify products with green tick “Proof Points.”
Outcome: The series aligned Cult Beauty’s brand voice with my authentic haircare routine, showcasing not just results but the value of shopping consciously. Strong engagement highlighted audience appetite for practical routines paired with ethical transparency, reinforcing Cult Beauty as a trusted retailer for curly hair at every budget.
