Website Copywriting for an e-commerce brand in the wellness space
A case study
The Summary
Mane Hair Food was founded by two women who know good hair starts below the surface. Kailene Watt, a naturopath, and Emily Carter, a hairstylist, came together with a clear goal: to create the best hair growth supplement in Australia. What they found on the market was underwhelming… single-focus formulas that failed to address the real reasons behind hair loss and thinning.
They originally worked with another copywriter, but the result was far too airy, too fluffy, and not aligned with the bold, elevated brand they were building. That’s where I came in. From brand voice development to full SEO-optimised website copy, a high-converting lead magnet, welcome sequence, social captions, and product launch emails—we built it all from the ground up.
The result? A brand with clarity, confidence, and cool-girl energy that’s grounded in science. Sales are strong, and their messaging is working hard behind the scenes—just like the supplement itself.
E-commerce, Health & Wellness
INDUSTRY -
Queensland, Australia
LOCATION -
Brand Voice Development, SEO-Optimized Website Copywriting, Brand Messaging Guidelines, Launch Copy, Social Media Captions and Email Nurture Sequences.
SERVICES -
The Copywriting Strategy
This was a full-scale project with a big vision: take one standout product and build a category-defining brand around it. Step one was getting crystal clear on the voice. The founders wanted something elevated, smart, and science-backed—but with personality. So we developed a brand tone that felt direct and grounded, but still had that “main character” energy.
From the tagline (“There’s a new Mane girl in town”) to the product page and hero ingredient section, every line was crafted to educate, empower, and convert.
We built in smart SEO strategy and sharp CTA moments, ensuring the copy worked just as hard as the packaging and product development.
Best of all? We ditched the fluff. No vague promises, no overused wellness clichés. Just sharp, specific copy with a clear sales strategy—positioning Mane Hair Food as the supplement your hair (and body) has been waiting for.
The Copywriting
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