London-based. 12 years in beauty & fashion.
Medik8, Condé Nast, Dove, MAC, Nykaa — and counting.
I’m a copy editor and brand strategist specialising in beauty, cosmetics, and fashion — with 12 years of building brand voices that feel distinct, human, and made to last.
My core is D2C beauty e-commerce: defining tone, writing consumer-focused copy that converts, and building brand language that holds across every channel. Most recently as Digital Copy Lead at Medik8 UK.
Before that: Condé Nast India (Vogue, GQ, CNT), The Telegraph India’s luxury lifestyle titles, and freelance work across Dove, MAC, KIKO, Nykaa, and more.
I care about writing that’s actually good — not just strategically correct. The kind that makes a reader stop scrolling and think: this brand gets me.
“Dopamine drives desire. Norepinephrine fuels tension. Together, they create attention — and the best beauty copy does exactly that.”
From principles to full playbooks. Built to scale across channels — without losing what makes you, you.
Product pages, campaign headlines, launch copy, email, social. Consumer-focused and SEO-enhanced.
Manuscript-level editorial rigour: consistency, register, flow, fact-checking. For anything that has to be right.
Naming campaigns, building messaging hierarchies, writing the words that define a launch.
Product names, brand names, sub-brand architecture. The foundational language decisions done right the first time.
Story-led product conversations built for platform context. Social copy grounded in brand voice.
Full portfolio available on request
“A skilled content professional with a rare ability to define a brand’s tone from the inside out. Radhika doesn’t just write — she thinks strategically about what a brand needs to say and why it matters.”
Tone isn’t a style choice — it’s structural. The words a brand uses shape how it’s understood and remembered.
What’s stated is rarely the whole thing. I diagnose what’s actually going on before writing a single word.
This industry shapes how people see themselves. It deserves writing that takes that seriously — real craft.
I work with a small number of projects at a time. Depth of attention is what you’re actually hiring.
Available for brand strategy, copy editing, campaign work, and tone of voice projects. I take on a select number of new projects each quarter.
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