Hi! I’m a writer, creator, and creative consultant based in NYC.
Got an idea? Reach me at hbax89@gmail.com
Strategy, Editorial, Content, Social,
Strategy, Editorial, Content, Social,
With a decade of editorial and brand experience, I’m well-versed in storytelling of all kinds. I was most recently the Deputy Beauty Editor at The Zoe Report, leading the vertical through two years of growth. Previously I was Senior Beauty Editor at Coveteur, and have held digital editor positions at BUST Magazine.
I currently contribute to outlets like The Cut, Allure, Air Mail, Harper’s Bazaar, Architectural Digest, Glamour, Bustle, Byrdie, and Elle among others, covering beauty, wellness, health, fashion, and travel.
I create social content for prestige brands in the fashion, beauty, and lifestyle space like H&M, Klarna, Grey Goose, Shiseido, GAP, Cuyana, Sol de Janeiro, Pureology, Calpak and more.
I’m the founder of Anxiety Beer, a bi-monthly newsletter that destigmatizes conversations around mental health.
I also work behind the scenes to help brands and agencies communicate their unique vision in an effective, compelling, and click-worthy manner.
No matter the format, let’s work together to tell your story!
Consulting Work
Content Strategy & Copywriting
Developing a unique voice that feels authentic to the DNA of the brand or agency, whether you want to launch something completely new, amplify the performance of an existing product or initiative, or elevate your overall brand messaging via website copy, press materials, brand bibles, mission statements, social media franchises, and more.
Social Strategy
Auditing social plans to pinpoint a brand’s objectives and ensure those tenants are maximized, prioritizing organic growth, community building, and brand awareness for an authentic social presence on all platforms.
PR Advisory
Counseling PR professionals about the realities of editor inboxes, mailers, desksides, and successful in-person activations so that you can seamlessly execute your brand roster’s KPIs.
Brand Campaigns
I’m passionate about helping brands connect with a digital-native audience that craves authenticity and transparency. From social images and video to national advertising campaigns, my followers know that if I partner with a brand or product, it is my honest recommendation, an authority I’ve cultivated from over a decade in the media industry.
Promoting prestige beauty brand L’Occitane’s Mother’s Day campaign.
Accounts reached: 34,463
Impressions: 36,176
L’Occitane
Cast in H&M’s F/W ‘19 advertising campaign, which featured creative New Yorkers of note.
Marketing and display advertising materials, including NYC subways and Manhattan stores.
H&M
Selected Clients
Conducted a social media audit and competitor analysis
Developed comprehensive content & social media strategies
Developed launch strategy for pending SKUs
Created Content Master Sheets for external media and community building initiatives
Hosted two panel discussions for press and content creators with Tatcha founder Vicky Tsai about the connection between mental health and skincare.
Edited external communications for August launch of bond-building collection of products
Promoting the launch of the new shampoo and conditioner from Jennifer Aniston’s haircare line
Accounts reached: 34, 038
Plays: 34,320
LolaVie
Cast in Pamela Love’s Summer ‘22 advertising campaign.
Included interview feature on the brand’s e-commerce site.
Pamela Love
Conducted a social media audit and competitor analysis
Developed a comprehensive social media strategy
Rewrote PDP pages, founder bio, and About Us copy
Developing and writing 5-6 branded content features per month for Vox titles from April - December 2023
Stories featured on The Cut, PopSugar, Polygon, NowThis
Rewrote 31 PDP pages to capture refined brand messaging
Edited “Clean Beauty” messaging for external comms and VBB site
Selected Writing
The Longevity Expert Who Wants You To Stay Young Forever — The Cut
I Cant Wait to Raise Kids—But I’ll Never Be a Mother — Harper’s Bazaar
Nicotine Replacements Are Getting A Gen Z Rebrand — Air Mail
In Case You Missed It, Body Care Is Booming — Allure
Your First Look at Celebrity Hairstylist James Pecis's Brand — Vogue
So, Everyone Wants to Smell Like a Tomato Now? — Elle
Everything You Need To Know About Forehead Reduction Surgery — InStyle
Why “Bookshelf Wealth” Is 2024’s First Major Design Trend — Architectural Digest
Welcome To The Golden Age Of Lube — Glamour
Why Beauty Needs More Universal Design For People With Disabilities — Byrdie
A New Era Of Gentle Retinols Is Here — Bustle
So You Quit Your Job & All You Want To Do Is Relax. Why’s It So GD Hard? — Mental
Automne-hiver 2023 : les 6 tendances beauté à retenir de la fashion week de New York — Harper’s Bazaar FR
Listen Up: Scent & Sound Pairings Are Influencing The Next Wave Of Sensory Beauty Products — Well + Good
Depression Is a Side Effect of Plastic Surgery That We Don't Talk About — PopSugar
The Exact Fragrance-Layering Combos 8 Beauty It Girls Wear — Nylon
At the Trans Beauty Clinic in NYC, Makeup Gives Way to Community & Self-Acceptance — NowThis
Why Foot Botox Is Trending Among Fashion People Post-Pandemic — Fashionista
This Rx-Only Wound Cream Is Like Your Daily Moisturizer on Steroids — Robb Report
Sultry Style Is Going Strong For Spring — Here’s 5 Ways To Wear It — The Zoe Report
Jenna Lyons Is Back & She’s Out To Fix Your Lashes — Coveteur
Confessions of a New York City Bartender — Coveteur