I began managing Cute But Deadly’s Instagram in summer 2023 and took over their TikTok strategy in 2025. Since then, we’ve launched impactful social campaigns including a Pride collaboration with The Rainbow Mark and a festive charity clothes swap in support of Social Bite. As the brand expanded with a second salon in Bathgate and a growing team of freelance beauty pros, I focused on developing a content strategy rooted in storytelling, trending formats, and community engagement.

Our results speak for themselves: one Reel has hit over 2 million views, and we’re consistently generating viral content weekly. In just the last 30 days, our Instagram reached nearly 260K views with people-first content like client POVs, stylist intros, and skits consistently outperforming the algorithm.

By leaning into emotional hooks, trending audio, and creative storytelling, we’ve built a vibrant and highly engaged beauty community online.

Instagram: @cutebutdeadlynailco
Tiktok: @cutebutdeadlynailco

1.7M Reel
Pride Campaign Collab w/ Rainbow Mark
Cute But Deadly Intro