Everyone talks about product quality. But in the beauty space, the brands winning lasting loyalty (and billion-dollar valuations) are powered by something deeper:
Voice. Tone. Story.
I spend my days studying the words behind some of the most iconic beauty brands—especially those led by women of color. As a copywriter for clean and luxury beauty lines, I know that the difference between “just another moisturizer” and a ride-or-die fan favorite often comes down to one thing:
How it’s written.
Let’s look at the copywriting power moves behind a few of today’s top celebrity-led brands—and what we can all learn from them.
Rihanna – Fenty Beauty
Voice: Bold, unapologetic, inclusive
Rihanna didn’t just launch a makeup line—she redefined what beauty looks like on shelves and in words. Fenty Beauty’s copy is sharp, confident, and casually cool. Shade names are playful. Product blurbs say more in one line than most do in five. And everything feels like it was written for you—especially if you’ve never seen yourself represented before.
“Blurred, filtered look IRL.”
“50 shades. All made for you.”
The tone isn’t explanatory—it’s assumptive. You belong here. Period.
Copy Lesson: Don’t write about inclusivity—build it into the language itself. Speak with, not at. Write like your reader already belongs.
Beyoncé – Cécred
Voice: Elevated, soulful, intentional
Cécred isn’t just about haircare. It’s about reverence. The name itself is a blend of “sacred” and “secrets.” The copy feels ceremonial, weaving in language around care, nourishment, and protection—especially for textured hair.
“Nourish your crown.”
“Rooted in ritual. Backed by science.”
There’s restraint in the tone—a calm confidence that trusts the reader to feel the depth.
Copy Lesson: When you write for a brand rooted in legacy or ritual, less is more. Let the copy breathe. Speak from a place of knowing.
Tracee Ellis Ross – Pattern Beauty
Voice: Joyful, affirming, expressive
Pattern doesn’t talk about “taming” curls. It celebrates them. The copy is full of warmth, personality, and deep understanding of the natural hair experience.
“Your pattern is perfect. We’re just here to support it.”
“The juicy and joyful way to care for your curls.”
It’s fun, it’s real, and it makes you smile—while still selling product.
Copy Lesson: Affirm your audience. Know their challenges. Celebrate their beauty without needing to fix it.
What It Means for Beauty Copywriters
Great copy isn’t just clear or clever. It’s aligned. Every word should reflect the founder’s values, the customer’s desires, and the product’s feel.
Whether it’s Rihanna’s swagger, Beyoncé’s stillness, or Tracee’s joy, each voice is unique—and intentional.
As a beauty copywriter, I help brands find their version of that. Because the right words don’t just describe your product. They make your customers feel something real.
And that’s what turns one-time buyers into forever fans.
Need help finding the voice that fits your brand as effortlessly as your best shade of red? Let’s talk.
