Curly Hair, clear voice: elevating Bouclème’s editorial content

This is the story of how we partnered with Shopify Plus agency Swanky to craft thoughtful, high-quality blog content for Bouclème – a brand transforming how people care for their curls with plant-based, high-performance formulas.

Bouclème is on a mission to set curls free. Founder Michele wanted to create a brand that empowered women, giving them the freedom to express themselves and a haircare aisle that was a more inclusive place. From tight coils to loose waves, it offers tailored solutions backed by science, passion and purpose.

But like many high-growth beauty brands, Bouclème needed support translating its ethos into a steady stream of on-brand, valuable content. That’s where we came in.

The status quo

Swanky’s content team brought us in to meet a growing need: articulate Bouclème’s message clearly, consistently and with care. The blog isn’t just a marketing tool – it’s a platform to educate, build community and lead the conversation in curl care.

They needed experienced writers who could deliver fresh content with minimal edits, handle technical information with grace and keep things human, not salesy.

The challenge 

For Swanky and Bouclème, the challenge wasn’t a lack of ideas — it was capacity. Content creation had to be fast, flexible and flawless. And that’s a hard combo to come by.

Previous outsourcing had fallen flat: generic, keyword-stuffed or missing the brand’s tone. There was no time to handhold freelancers through complex briefs or explain the difference between curl types and co-washing. They needed writers who just got it.

The solution

We stepped in with a streamlined content process that made it easy for Swanky’s team to delegate without worry. Here’s how we approached it:

• Rooted in research: from SEO to curl science, our blog content is grounded in data and science and dermatology-backed facts, always paired with Bouclème’s compassionate, confident voice.

• Human-first storytelling: we build articles around real reader needs, demystifying ingredients, rituals and routines without dumbing it down.

• Aligned with brand values: sustainability, inclusivity and empowerment aren’t just buzzwords – they shape every line of copy.

• Editorial integrity: No fluff, no filler. Just structured, SEO-savvy writing with clear subheads, relevant outbound links and strong internal linking to boost site architecture and discovery.

The impact

Bouclème’s blog page now does more than support search, it supports community. Our articles helped strengthen this health and beauty brand’s authority in a competitive niche, providing real value to readers while reinforcing the brand’s credibility and care-first ethos.

By weaving product education with deeper storytelling, the content invites customers into a conversation, not a hard sell. The results? Increased visibility, stronger engagement and a blog worth bookmarking.

But don’t just take our word for it…

“Brilliant, well-structured and well-explained, compelling articles! You always get the tone just right and the outbound links to back up each section are great for SEO. Rarely do I need to make any edits – you are dream content writers.”

Anna Giles, senior SEO and digital content manager, Swanky Agency