Beauty Bay: Edited

Another major project during my time at Beauty Bay focused on integrating editorial content throughout the entire user journey. Edited is Beauty Bay’s content hub, featuring expert-led articles, in-depth product reviews, and opinion pieces from across the beauty industry. The challenge was not the quality of the content itself, but ensuring it was surfaced in the right places, at the right moments, to add genuine value to the shopping experience.

I worked closely with product, content, and commercial teams to define how editorial could support discovery, education, and conversion without feeling intrusive. This involved designing new content modules, refining navigation, and creating flexible layouts that allowed editorial to live naturally alongside commerce across mobile and desktop.

The result was a more informed, engaging user experience that reinforced Beauty Bay’s position as a trusted authority in the beauty space. User engagement with editorial content increased by several hundred percent, and Edited became a core platform for storytelling, education, and long-term customer loyalty.