Project bYouty is the conscious online destination for women — and men — in the Middle East. It’s not just about skincare and self-care, it’s way more than that… We’re on a journey of self-discovery with you: spiritually, emotionally, and physically. We call that #GROWTH.

We worked closely with the founder, Amy Wilkinson-Lough, to create an authentic tone of voice, before writing the worded brand content seen throughout the website. Interviews were conducted, brands researched, and the end result? A highly topical and fresh voice in the SWANA region that cultivates a sustainable, organic and clean-green beauty lifestyle. We also wrote the first articles for the bYouty Files — the brands online blog — which set the tone for future topics, and covered everything from PCOS, wanking as self-care and all-natural deodorant.

Tone of Voice | Website content | Social media content | Editorial copy | Product content | Newsletters | Blog content