If there’s one thing Millennials and Gen Z have taught the world, it’s that what we buy matters, and not just to us. We want brands that are more than just products. We want them to stand for something bigger. That’s why I can’t stop talking about brands like The Giving Movement. Here’s why they’re nailing it: 🌍 𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐟𝐢𝐫𝐬𝐭: They use recycled materials and prioritize eco-friendly production. It feels good knowing my purchase doesn’t hurt the planet. 🎁 𝐆𝐢𝐯𝐢𝐧𝐠 𝐛𝐚𝐜𝐤 𝐰𝐢𝐭𝐡 𝐞𝐯𝐞𝐫𝐲 𝐨𝐫𝐝𝐞𝐫: The name says it all! With a portion of sales going to charity, it’s not just shopping anymore. It’s an opportunity to create real change. 🤝 𝐈𝐭’𝐬 𝐚 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭, 𝐧𝐨𝐭 𝐣𝐮𝐬𝐭 𝐚 𝐛𝐫𝐚𝐧𝐝: They’ve built a community that 𝘧𝘦𝘦𝘭𝘴 authentic. When you wear their pieces, you…

It’s like assembling IKEA furniture without instructions. Possible, but you might end up with a few extra pieces (or an upside-down shelf) 😅 Having braved this adventure at Asteri Beauty and Noon E-Commerce, I’ve gathered some top tips that kept me (mostly) sane: ☕ 𝐊𝐧𝐨𝐰 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐥𝐢𝐤𝐞 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰 𝐲𝐨𝐮𝐫 𝐜𝐨𝐟𝐟𝐞𝐞 𝐨𝐫𝐝𝐞𝐫 ☕You wouldn’t order a triple-shot, half-caf, soy latte for someone who loves black coffee. Dive deep into understanding your target audience before anything else. This will help you find influencers and KOLs within those circles. 🫱🏻‍🫲🏼 𝐁𝐞𝐟𝐫𝐢𝐞𝐧𝐝 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬, 𝐝𝐨𝐧’𝐭 𝐣𝐮𝐬𝐭 “𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐞” 🫱🏻‍🫲🏼Remember, influencers are humans (with better lighting). Building genuine relationships beats transactional emails every time. Take time to get to know them and how they operate. It’s about partnership, not just promotion 📊 𝐋𝐞𝐭 𝐝𝐚𝐭𝐚 𝐛𝐞 𝐲𝐨𝐮𝐫…

Fable & Mane 𝘁𝗼𝗼𝗸 𝘁𝗵𝗲 𝗵𝗮𝗶𝗿𝗰𝗮𝗿𝗲 𝘄𝗼𝗿𝗹𝗱 𝗯𝘆 𝘀𝘁𝗼𝗿𝗺! 🌪️I’ve been seeing them everywhere and for good reason ✨ Inspired by ancient Indian rituals, Fable and Mane has successfully blended tradition and modern beauty to create a compelling brand story. Here’s a short marketing breakdown of their rise to mane-stay status. 1. 𝗥𝗼𝗼𝘁𝗲𝗱 𝗶𝗻 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴Fable & Mane leans into a narrative of tradition and heritage, connecting haircare with Ayurveda and Indian wellness practices. Akash Mehta and Nikita Mehta invite customers to journey through their family roots, making “hair oiling” feel as luxurious and ritualistic as skincare 🌻 Growing up, hair oiling was a bi-weekly ritual many Asian mums (like mine) enforced, and by weaving in this cultural richness, they’re not just selling a product—they’re selling an experience. 💆🏻‍♀️ 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: Stories build brands.…

👀 I kept a close eye on what they were doing, and here’s what I believe made them stand out in a sea of beauty & fragrance brands: Interactive Experience: A claw machine filled with samples added a fun, memorable activity that kept attendees engaged. Everyone left with something from the booth, even if you don’t win the game! 🕹️ Generous Sampling: Sampling is so important in creating lifelong customers! The booth offered generous samples of their best-selling perfumes, so guests could carry the experience beyond SEPHORiA. 😍 Instagrammable Setup: Both booths were themed around their new launches; Yum Boujee Marshmallow perfume and Icy Queen Eyeshadow palette. Kayali’s cute perfume conveyor belt and Huda Beauty’s staff’s Icy outfits stole the show! 🍬☃ On-Site Team: As an influencer, and an influencer marketer, I recognize the importance of brands forming in-person connections with…

With COVID 19 wreaking havoc on the social order, a lot more people are working from home. While not having to commute to work and working in your PJs may sound great, it is not always easy. As someone who has worked remotely for a significant chunk of my career, it took me a lot of trial and error to get good at it. Below are some tips that help me stay productive, and avoid burnout, while working from home. Have a routine It is tempting to wake up and start working from bed (Trust me, I know), but it is very important to maintain a good routine. Get out of bed, shower, get dressed (even if it is your PJs) and have a healthy breakfast before you start your…

One day late September, I woke up to a message in my inbox and what I read felt like a dream. HUDA BOSS, the Facebook Watch show I had been hooked on for MONTHS had invited me for an exclusive screening of their show in Dubai! I spent the entire day jumping for joy, excited, and full of nerves! Fast forward 2 weeks of intense planning, and putting together an outfit, the day was finally here. The event was held at La Cantine du faubourg, a beautiful french restaurant in the Jumeirah Emirates Towers Hotel Leaving a cute message for Huda The venue was beautifully decorated and had really cool photo booths to take pictures at! Knowing how terrible I am at posing, you know it took me a WHILE…