Hi, I’m Alyssa!

I’m a copywriter, commerce editor, and content strategist, specializing in beauty, wellness, and style. I’ve curated and written/edited copy for some of the world’s leading companies, including L’Oréal Paris, InStyle, E! News, StyleCaster, Business Insider, L’ange Haircare, and so many others. 

In addition to crafting compelling copy, my data-driven content strategies continuously boost revenue for the brands I work with. Here’s some fast facts: At E! News, I spearheaded its E! Insider platform, reaching more than 114M page views and 101M Google visits within its first year of launch. I also helped increased its newsletter subscribers to 660K+. While at InStyle, my stories alone drove $1M+ in revenue for its e-commerce vertical within the first seven months of joining the team.

My favorite career highlight (so far) has been co-executing the first-ever Beauty Crush Awards and Readers’ Choice Awards for HelloGiggles, utilizing affiliate links to increase revenue before it became an industry standard, strengthening brand relationships, and solidifying our status as a noteworthy beauty publication.

But out of all my experience, I love connecting with readers and sharing content that’s engaging, educational, and empowering. Working in the beauty industry for a decade, I’ve tested thousands of products—specifically makeup and skin care—and nothing thrills me more than discerning what’s worth your money (and time and energy) and what’s a straight-up scam. All that to say, I take being a guinea pig seriously and impart thoroughness, a dose of skepticism, and honesty when writing and reporting about beauty. My favorite products to test are foundations, concealers, moisturizers, SPF, mascaras, texture hair sprays, body lotion, and fragrance. 

I’m currently working on my debut nonfiction book, slated to release in 2027. 

In the meantime, follow all of my shenanigans on Instagram: @alyssawritesxo. And if you unfiltered thoughts on the beauty industry, subscribe to my newsletter, Beauty Is Pain.