Lifestyle Marketing

Looksmaxxing looks like a grooming trend. It isn't. It's the male version of something the beauty industry has always done, and that makes it both more familiar and more urgent than most founders realise. Sources: TikTok internal data; American Society of Plastic Surgeons, 2024; ResearchAndMarkets, 2025. You've seen this before "Why does the male version require a briefing when the female version has been running for a century?" Good question. The beauty industry was built, e

Aesop case study and why the most powerful brand strategy available to scaling beauty and wellness founders isn't a campaign. Let's start with a provocation. You have spent the last three years building a content engine. You have a posting calendar. You have a UGC strategy. You have an influencer tier, micro, macro, and one mega, who did that one story that drove 4,000 clicks but zero retention. You have repurposed, reformatted, and refreshed. You have hired a social media ma

The shift from aesthetic wellness to measurable health. A conversation with Lisa Tengbom by Paula Ironside. The wellness industry didn't just grow, it expanded into something ambient. It became part of how we signal identity, discipline, even taste. Green juices, cold plunges, infrared saunas, rituals that promise not just health, but a certain kind of life. But as the category scaled, so did a quiet fatigue. Not necessarily with the practices themselves, but with what they r

When wellness becomes the thing that's making you sick. A real talk with Natalia Uliasz. Welcome to Real Talk ! My new monthly series where I sit down with a founder who's building something that actually matters. Not because they spotted a gap in the market or followed a trend, but because they have a stand. A belief they won't compromise on. A read on the cultural moment that most brands are too polite, or too afraid, to say out loud. This isn't your typical founder feature

Instead of asking “How do I reach more people?”, a better question might be: “How can I serve the people already here?” If you’re building a brand online, you’re probably told to aim for more: more reach, more clicks, more visibility. But what if more isn’t the goal? What if the real power lies in how you connect , not how far you reach? In this blog, we’re exploring one of my favourite content strategies: Using creative, everyday ideas to help your audience see themselves i