Viola is an award-winning journalist, copywriter, and brand strategist helping beauty brands and founders shape bold, intelligent, and emotionally resonant messaging. With over 15 years in the industry, her work spans media, branding, and consultancy, with bylines in Vogue, Glamour, The Evening Standard, and Refinery29. She has written copy for some of the world’s most influential brands including Aromatherapy Associates, 111SKIN, Cult Beauty, Boots, By Terry, and Superdrug, and was recognised with a Fragrance Foundation Jasmine Award for Best Short Piece. Her global trend reports for WGSN have explored how consumer needs and rituals have evolved in the wake of the pandemic, shaping how brands respond to cultural change.

Raised by women and shaped by resilience, Viola’s story is one of reinvention. She understands beauty on a deeper level (as an expression of self, social norms and cultural trends) and helps founders and brands find the copy that reflects not only what they sell, but who they really are. Whether guiding a product brand through an evolution or helping a personal brand step into the spotlight, Viola brings sharp editorial instincts and a love for well-crafted stories.