Hi There,
I'm Kevin Dooley, the Chief Marketing Officer at Beauty Heroes.
Jeannie is taking a well-deserved break this month, so we thought it might be fun to switch things up. If you've been with us for a while, we've probably crossed paths hundreds of times without ever really meeting. I've been at Beauty Heroes for more than seven years, but I'm usually behind the scenes—which, truthfully, is exactly where I like to be.
Today, I thought I'd give you a little peek behind the curtain.
I wear a lot of hats at Beauty Heroes, but the one I love most is telling the stories of our brands through design, photography, film, and the overall visual experience of Beauty Heroes. I oversee our incredible creative team—our designers, photographer, developers, and creators—and together we try to bring the artistry of every brand we feature to life.
I like to think of Jeannie as the voice of Beauty Heroes.
I'm the eyes.
If you've spent any time with us, you've probably noticed that Beauty Heroes has its own visual language. Whether you're opening an email, scrolling Instagram, reading The Hero Edit, or visiting our website, our hope is that everything feels unmistakably like us.
That doesn't happen by accident.
Every photograph is considered. Every color palette is intentional. Every font, every composition, every image is chosen because we want the experience of Beauty Heroes to feel calm, elevated, beautiful, and approachable.
We don't photograph products simply to make them look luxurious.
We photograph them because they are works of craftsmanship.
Many of the founders we work with have spent years—sometimes decades—perfecting a formula. Our job is to honor that work and help you experience the care that went into creating it before you ever open the bottle.
The same philosophy extends beyond photography.
One thing people often ask us is whether we use AI.
The answer is yes... and no.
Like many companies, we use AI where it genuinely helps us work more efficiently. But when it comes to the stories we tell, we've actually invested even more in human creativity. We recently brought on another copywriter because we believe thoughtful writing matters now more than ever.
Every Founder story. Every Hero Edit article. Every ritual card. Every brochure. Every email. Every educational guide.
It all passes through real people.
And almost all of it passes through Jeannie's hands before it ever reaches yours.
That's because we don't believe content should simply fill space between products.
If we're asking for a few minutes of your attention, we want to leave you with something worthwhile. Maybe you discover a remarkable founder. Maybe you learn about an ingredient you've never heard of. Maybe you understand why one formula works differently from another. Or maybe you simply slow down for a few minutes in the middle of a busy day.
One recent example is an article we published about an ingredient called Alpin Heilmoor Extract—the remarkable alpine peat responsible for the warming sensation in Le Prunier's Plumtox® mask. Most brands might dedicate a sentence or two to an ingredient like that. We thought it deserved its own story because understanding why something works makes the ritual even more meaningful.
If you haven't read it yet, I think you'll enjoy it:
The Heat Behind Plumtox®: Alpin Heilmoor Extract
At Beauty Heroes, we sometimes joke that we're running a clean beauty bootcamp behind the scenes.
At any given time we're evaluating formulas, testing products, researching ingredients, meeting founders, reviewing photography, refining copy, planning launches, and asking ourselves one question over and over again:
"Is this worthy of our community?"
That question shapes almost everything we do.
We assume our readers are curious. Thoughtful. Paying attention.
Because you are.
Thank you for allowing us into your inbox. It's a privilege we don't take lightly, and one we hope to keep earning.
This has been a little outside my comfort zone—I'm usually happiest behind the camera, behind the layouts, and behind the scenes—but I hope you've enjoyed this small glimpse into how Beauty Heroes comes to life.
If there's ever something you've wondered about Beauty Heroes, our creative process, or the work that goes into what you see each week, I'd genuinely love to hear from you. Just hit reply.
And don't worry...
Jeannie will be back.
Hero On!
Kevin
