Brand positioning · Beauty and wellness
Decide what your brand stands for.
Brand positioning for beauty and wellness companies. I help founders and brand teams choose the one story worth keeping, then carry it through the shelf, the creator brief and the launch.
¶ 01 · What I notice
Most brands I meet are saying six things at once.
The product is good. The team is talented. Then every channel tells a slightly different story: the PDP, the ingredient page, the creator brief, the retail sell-in deck, the launch post.
Customers carry one message home. When you don't choose it, they choose for you. It shows up as a hero product that keeps ending up on discount, subscribers who don't stay, creators who each describe you differently, and a shelf where you look like everyone beside you.
In wellness, it often sounds like a list of ingredients and benefits. Your customer is asking a simpler question: is this for someone like me?
The answer is rarely more. It is more content, more channels, more campaigns ‸ one sharper story, said the same way everywhere.
¶ 02 · Work with me
Three ways in. Most teams start with the sprint.
Start here
Positioning Sprint
We decide the one line your brand stands on, then test it against the shelf, the creator brief and the launch calendar. You leave with language your whole team can say out loud.
Positioning line · story architecture · message hierarchy by channel · a working session with your team
Fixed scope · Three weeks
For teams
Story workshops
A working session for brand, social and creator teams, built on your real briefs and your real launches. We find where the story drifts and agree how to keep it.
For brand teams, agencies and creator platforms that want to teach their clients
Half day or full day
Ongoing
Fractional advisory
A second read before the important things go out: launches, campaigns, creator programs, retail stories. Senior brand judgment, without adding a senior hire.
For founders and CMOs who want a steady editor in the room
Monthly retainer
¶ 03 · How we work
I start with your brand, not a template.
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01
What I heard
I listen to your team, read what you've already made and look at how you show up in culture, not only on your own channels.
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02
What's true
I name what's already working, then say the harder thing plainly. We choose the one story worth keeping.
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03
What we'll do
We write it down and put it to work in the places it matters: the shelf, the brief, the launch.
¶ 04 · About
A decade on the brand side.
I'm Saba Bokhari. I spent ten years at L'Oréal, most recently as a director overseeing social, influencer partnerships and PR for Pureology and Mizani, with retail across Sephora, Ulta, Amazon and direct.
Along the way I worked alongside talented brand, retail and agency teams, and saw how much a clear story matters: to the creators who share it, the partners who sell it and the customers who choose it.
I also founded On Sabatical™, a wellness event series where I work with wellness brands on sponsorships and gifting. And I'm training as a Pilates instructor with Balanced Body. So I know the wellness customer firsthand, as a partner, a practitioner and a customer.
Now I help founders and brand teams in beauty and wellness decide what their brand stands for, and say it consistently wherever people meet it.
Ten years at L'Oréal · Founder, on sabatical™ · MBA, NYU Stern · BS, FASHION INSTITUTE OF TECHNOLOGY
Start with a conversation.
Thirty minutes. Bring the brand and the part that isn't landing. If a sprint isn't the right fit, I'll say so and point you somewhere useful.