Let’s make slow beauty mainstream

Sustainability copywriter Fuschia Hutton is based in London

Hi, I’m Fuschia, sustainable beauty copywriter and transcreator. I want to help make circular, refillable, upcycled and reusable products mainstream. One piece of the puzzle is clear, human-led copy and content that makes beauty buyers feel seen and heard and showcases your solution as the natural choice.

I can help you tell your sustainable beauty story with on-brand SEO-friendly website copy, emails and product descriptions that don’t lose sight of claims, certifications and greenwashing regulations.

Why sustainable beauty?

The beauty industry gets a bad rep for its role in encouraging overconsumption. Pollution, resource depletion, worker exploitation, cultural appropriation and damaging beauty standards have all taken their toll. And consumers have had enough - three-quarters of them now weigh up a product’s environmental impact before buying.

Unlike bottled water and plastic bags, the world will always need effective skincare, haircare and personal care. And skinthusiasts are hungry for more sustainable solutions like yours. Let’s make it easy for them to find, consider and love you.

Qualifications & memberships

Being unprepared keeps me up at night. I have Diplomas in Translation and Marketing, gained a distinction in my copywriting training and know my on-page SEO. I’m also member of the British Beauty Council, CIoL and Procopywriters.

Climating since the ozone hole was a thing

I ran a litter-picking club back in the day. (No, I wasn’t invited to many parties). I try to live as sustainably as possible, upcycling old textiles, writing about brands for my local eco market and convincing my picky eaters to waste less.

In-house media experience

I started my career in global media agencies but wanted to use my skills for good. I’ve worked with comms agencies, entrepreneurs, multinationals, charities and startups dedicated to helping people make more planet-friendly choices.

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

    Share your story with your tribe. Boost visibility, increase conversions and impress potential investors with flexible copywriting support.

    Tell me more

  • Transcreation

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

    Per favore!

"Fuschia Hutton is 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

"Throughout the whole project, I had a feeling that the project was in safe hands." — Anastasia Kozhukhova, AK Translating

"Fuschia is collaborative, efficient, flexible and responsive." — Sonalie Figueiras, Founder & Editor-in-Chief, Green Queen Media

Words count. But not as much as nature.

When you work with me, 1% of your project fee goes directly to charities doing great work for people and the planet, including seagrass restoration, whale and dolphin protection, and tree planting.

A peek at some of my clean 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!

Are you an Italian brand? Non ti preoccupare

If you’re an Italian brand that needs English copy, you can brief me in Italian and I’ll write the copy in English. The catch? You just have to put up with my English accent on calls.

Many of the companies I’ve worked with are marketing to non-native English speakers. So I know when to rein in UK-centric language and when I can let myself go.

Looking for a sustainable beauty copywriter in London?

I’m based in Hertfordshire, not London. Cheeky, I know. But I’m not far from London and no one searches for copywriters in Harpenden. I actually work with clients based all over the world, including Italy, Switzerland and Hong Kong. As well as closer to home.

Want to chat through your options? Book a free 30-minute chat and we can have a natter about your goals.