For Ulta Beauty, I craft social copy that engages beauty lovers across both organic and paid channels. From TikTok hooks to Instagram Reels captions to high-performing paid ads, my work balances trend-driven creativity with clear brand voice and conversion goals. I translate product benefits, cultural moments, and Ulta’s playful spirit into scroll-stopping lines that connect with audiences where they are—whether they’re browsing for inspiration or ready to add to cart.