I am a BA (Hons) Fashion Marketing and Branding student who came into the industry through a background in PR and communications. My practice explores the intersection of beauty, branding and consumer behaviour, focusing on how trust is built between brands and audiences in a saturated digital landscape. I am interested in how marketing can move beyond surface‑level messaging to deliver transparent, meaningful and insight‑led communication. My work combines strategic thinking with creative execution, drawing on research into consumer psychology and emerging trends. I enjoy developing concepts that balance commercial awareness with authenticity, particularly within the beauty and lifestyle sectors. After graduating, I hope to pursue a career in brand strategy or marketing within the beauty or fashion industry, creating impactful, consumer‑focused campaigns while continuing to refine my strategic and creative skills.