If you've ever been overwhelmed by the amount of beauty products, trends and influencers out there, then Noli is here to help you understand and find what's best for you.

Noli has been described as "the future of beauty shopping", harnessing AI to create hyper-personalised product recommendations, skincare routines and a shopping experience designed around your skin, your goals and your budget. With 30% off your personal edit, it's also designed for loyalty.

I was Brand Lead on the L'Oréal venture, responsible for the brand strategy, defining & sizing the target market, and content strategy from concept to MVP.

I also took responsibility for ensuring all the tech and AI wasn't too tech and AI-y. And that the ‘BeautyDNA’ diagnosis and copy was designed to be positive and accepting towards ageing, skin conditions and enhancing what you like about yourself.

I worked with a global, multidisciplinary team including the co-founders, L'Oréal and agency partners, in a series of 2 week sprints to get us to launch. Every week, we would test, learn & validate developments with our user community, which I positioned as co-creators of the brand.

Noli launched in late 2024 and the business is growing, earning consumers' trust with 4.7 stars out of 5 on Trustpilot, and generating nice press, even from the Daily Mail :)