Tell your sustainable beauty story with words as clear as your conscience.

You’re on a mission to make slow beauty mainstream. Let’s make it easier for your audience to say yes with my copywriting, brand voice and transcreation services.

Stand out in a sea of green

Blending in with the green gang? Show why you’re different, build trust and win loyal fans with messaging and on-brand copy as clear as your conscience.

Avoid off-brand (but common) tactics

Manipulation? Overconsumption? Shaming? No thanks! I’ll help you voice your vision greenwashing-free — while showcasing your claims.

Conserve your precious resources

Cross word-wrangling off your marketing to-dos — and chasing updates. Past clients have called me ‘flexible’, ‘collaborative’ and ‘a safe pair of hands’.

You’re closing the loop. Let’s open new doors.

Circular beauty is booming. Great news for the planet. But tough for brands and businesses that want to stand out.

Simply sprinkling terms like ‘eco-friendly’ and ‘green’ in your copy is no longer enough. They’re bland, overused and don’t have a watertight definition. Skinthusiasts — or even those who just flirt with natural cleansers — can spot greenwashing from a mile away. Studies also show Gen Z consumers consider sustainability a ‘hygiene factor’, not a USP.

Another area that often trips up purpose-driven brands is the claims. Balancing bold copy with compliance is one of the biggest challenges clean beauty brands face.

Hi! I’m Fuschia, slow beauty copywriter. I’m here to help slow beauty brands translate benefits, claims and regulatory compliance into clear, compelling stories — while staying true to their brand ethos.

Like you, I dream of a world without landfills.

Where refillable systems are accessible to all. Where food waste is saved, cherished and upcycled into the next skincare must-have.

But we’re not there yet. Although consumers say they care about nature and climate, sustainable solutions are still not mainstream.

The reason? Consumers need to feel seen and heard. They need a compelling reason to switch from the mainstream products they know and love. They might know that your solution is ‘better for the environment’, but they need to feel that it’s the right product for them in their bones.

It all starts with the right messages, a brand voice that feels ‘just right’ and clear, consistent, greenwashing-free copy.

What do you need help with?

  • Brand voice

    Take the guesswork out of the way you write for your customers. Create a verbal identity guide that’ll nurture them while staying on-brand.

    Yes please!

  • Copy & content

    Untangle your message, share your story and connect with your tribe. Boost visibility and increase conversions with flexible copywriting support.

    Show me more

  • Transcreation

    Italian beauty brand? Get impactful English versions of your headlines, straplines, and longform SEO copy and win over UK or international audiences.

    Per favore!

What they said ⬇️

  • "Fuschia is a talented, engaging writer who is great at crafting inspiring sustainability content that has mainstream appeal whilst also appealing to more committed eco activists. I really enjoyed working with her and found her collaborative, efficient, flexible and responsive. She was especially good at helping us nail the tone of voice of our weekly newsletter. I highly recommend working with Fuschia!"

    Sonalie Figueiras, Founder & Editor-in-Chief, Green Queen Media

  • "Fuschia’s copy has been vital to our progress. Having Fuschia re-articulate the way the project evolved in a way people could understand has been so important. We’ve since grown into a registered charity and have now got huge community interest ahead of our imminent release. Fuschia writes beautiful copy and will be able to distil your ideas into something your audience will enjoy and respond to. I thoroughly recommend her. "

    Duncan Catterall, Co-founder, Help Close By

  • "Fuschia Hutton has translated a large number of articles about sustainability, natural craft and ethical fashion for No Serial Number Magazine. Fuschia Hutton is a very professional and takes great care in her work. She regularly offers an invaluable contribution to our magazine, pays great attention to detail and does not hesitate to ask questions whenever necessary. She is always punctual and a pleasure to work with"

    Francesca Palange, No Serial Number Magazine

  • "It has been a real pleasure to work with you and thank you so much for delivering so quickly (we really appreciate that) and for your clear and accurate feedback! We will certainly reach out to you in the future."

    Elisabetta Roveri, Dailygoods

  • "I was lucky to work with Fuschia on a very important book translation project and strongly recommend her as a brilliant localisation expert providing translation of impeccable quality. When you deal with the content for the luxury industry, it’s crucial to find a reliable person who will understand your needs without a word.
That’s what Fuschia did. She worked at the text with all her heart. Throughout the whole project, I had a feeling that the project was in safe hands. If you look for impeccable Italian to English translation (where even subtle cultural nuances are taken into account), don’t think twice and get in touch with Fuschia!"

    Anastasia Kozhukhova, AK Translating

  • "We wanted to gain more traction with higher website views and build credibility in the market. Working with Fuschia really took a lot of stress away from me so I could focus on growing the business. The management of the whole process and how she kept on top of planning the next stages was perfect for me and we were able to build stronger content by being on the “same page”. We achieved a massive number of website views compared to what it was previously. Would 100% work with her again once we continue to add more blogs onto our website."

    Rhys Masterson, Managing Director, MasterSearch

  • "Working with Fuschia is a delight. She quickly grasps just what's needed and is able to craft valuable copy that has added strength to the brands and businesses we partner with. Fuschia has become an important part of our freelance team in a short space of time, is incredibly easy and personable to work with and has never missed a deadline."

    Martha Moger, The Stitch Writer

  • "I'm really happy with my new LinkedIn profile and I feel the changes you made were very pertinent. I hope we'll get more chances to work together."

    Stefania Puddu, Naturally Translated

  • "Thanks for your great work. I’d be very happy to work with you in the future."

    Daniela Kahler, Ex Libris Genossenschaft | Cooperativa

  • "Fuschia was very accurate and methodical in her approach to the project and kept to the deadlines. She gave several alternative translations to ensure that the English version of my website reflected my tone of voice. I hope to work with her soon on future projects and recommend her to anyone who needs content in 'proper' English."

    Ester Mignani, La Copy SEO

  • "I am a native Cantonese speaker. I can see Fuschia is very professional and passionate on her website so I decided to ask her to help. She is very good and hard working. I really appreciate she was willing to take a challenge to help me. It is not easy work but she did a very good job. She did not only do a translation, she expanded on the benefits and the reasons why we are the perfect choice for parents who want their children to learn Cantonese. Thank you, Fuschia!"

    Ceci Pang, Founder, Rainbow Seeds

  • "We're super happy with your work, you demonstrated seriousness and professionalism, and we will certainly collaborate with you again in future."

    Francesco Masè, Marketing, Star Shop Distribuzione

  • "I personally feel you've done a superb job. The client really liked it too. Thank you on behalf of the end client, the video maker and the speakers!"

    Paola Modica, Interlanguage

  • "Fuschia was always polite, flexible and very professional. Her input helped us a lot and her work was perfect. We will certainly work together again in the future."

    Alberto Mortarotti, Founder, NOI Skincare

  • "Fuschia is a highly-valued member of my virtual team for a leading international client. She’s a real joy to work with - a talented copywriter with a genuine passion for sustainable living which allows her to skillfully curate and craft the most relevant content for readers. Her flair for tone of voice in particular has helped us nail our client’s unique and engaging style. Thanks for everything Fuschia!"

    Laura Robinson, Founder & Managing Director, Pink Pear Agency

  • "Fuschia Hutton worked as a copywriter in a project which lasted nearly a year. She helped us by grasping the client’s needs, following their brief and showed a great deal of flexibility when the client requested changes to the project scope. She was always accurate and a good communicator, an essential trait when working on a dynamic project like this one. The result was a successful campaign, both for us and the end client, who was happy with the work. We liked her helpfulness and how easy it was to work with her. It was an extremely positive experience and we wouldn’t hesitate to turn to Fuschia for future copywriting projects, We’d recommend her to companies who need a capable copywriter who understands the end goal of the project, is able to follow the brief, is meticulous and delivers on time."

    Sandra Iannotti, Co-founder & COO, Lingospell

  • "We’re very happy that we worked with Fuschia! She kept to the deadlines, was kind and helpful, and willing to work with the team. She is very professional and I would recommend her to anyone who wants English copy tailored to their needs!"

    Vittoria Zambaiti, Graphic Designer, Almatex Srl

  • "Thank you so much for your amazing work on it and for your flexibility with the project and the multiple requests, aware there were quite a few and that things were changed multiple times, but you were always super reactive and detailed. It was a real pleasure working on this project with you (as with all other projects!)."

    Giulia Formica, Transcreation Account Manager, Translate Plus

  • "I worked together with Fuschia on a copyediting project for one of her clients. Not only is she a fantastic copywriter, she knocked it out of the park when it came to managing, planning and organising this big project with tight deadlines. Communication was fabulous and she organised everything superbly. Plus, she's a lovely, positive and patient person to work with. Thank you Fuschia!"

    Jane Nizi, Figure Eight Creative

  • "I collaborated with Fuschia to translate my website into English. I am a translator myself, and I always explain to my clients that, even if you know the language, nobody can do as good a job as a native speaker. Only a native speaker can nail all the small details of a text to make it really readable, professional and effective, taking care of all the nuances, for example, fine tuning the text for a US, UK or international audience. And this is not just something I say, it is something I know, because of my job. That's why I walked my talk, and had my website translated by a native instead of writing the English copy myself. I also wanted the text to be transcreated rather than simply translated and Fuschia’s copywriting experience was a big plus. I honestly loved Fuschia’s approach, and working with her taught me a lot about what I can do to make the client experience better. Fuschia’s suggestions also helped me improve the Italian copy."

    Sara Tirabassi, Italian life sciences translator

A peek at some of my beauty & wellness copywriting projects

  • Skincare startup: SEO website & brand voice

    How I helped my client create a brand voice to bring their warm, down-to-earth brand personality to life.

    Show me!

  • Natural haircare: SEO product descriptions

    SEO product descriptions to help a heritage haircare company launch a new, more sustainable range.

    Show me!

  • Botanicals: regulatory-friendly content

    How I helped a B2B botanical ingredients client craft engaging, factually correct and compliant content.

    Show me!

Let’s work together

Book a 30-minute discovery chat and let’s explore how I can help you. Or if you’re local to Hertfordshire we can catch up in person over a chai latte.

Harpenden copywriter Fuschia Hutton helps sustainable brands share their story authentically and build credibility.