Your June marketing update is here 💛
Feelings sell, LinkedIn gets GIFs, and interview with The Glowcery’s founder
What’s popping in June
Industry news, trends to watch, latest social updates, and buzzy marketing campaigns
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Instagram now has a built-in teleprompter in the Edits app, so you can roll your script across the screen while recording. No more forgotten lines or off-camera stare!
Instagram also just made carousels a lot better. Each slide can now have its own caption. No more squeezing your entire message into a single caption and hoping people read it all. If you use carousels to teach, tell a story, or walk people through a process, this changes everything.
And you can now rearrange your posts on your profile grid. No more deleting and reposting just to rearrange!
TikTok, meanwhile, celebrates Pride Month 2026 through a #PrideTikTok creator spotlight, highlighting the LGBTQIA+ voices shaping trends and culture on the platform.
And #BookTok just dropped their 2026 Summer Reading List. As a BookTok lover myself, I’m very much here for it! With 80m+ posts and counting, the community has put together creator-curated picks across romance, beach reads and thrillers – basically everything you need to sort a summer bag.
LinkedIn finally added GIF support in comments. Yes, really! Not sure it’s one I’ll be rushing to use personally, but it’s here if you want it…
YouTube overtakes Netflix in average daily viewing around the world.
A brand activation I loved this month: Havaianas created a giant Brazil flag out of 4,500 flip flops in Rio de Janeiro.
In other flag news: IKEA Canada built flags of World Cup nations entirely from its own products. Playful and clever. Sometimes you just need a good idea (…and a Billy bookcase…)
And this video for a store opening got me… it’s creative and completely unlike anything else I’ve seen lately :)
Food for thought
“People don’t want what you make. They want what it will do for them. They want the way it will make them feel.” –Seth Godin
Okay, let's sit with that for a second.
Because most of us, when we're writing copy for a new campaign, default to talking about what we do. The features, specs, process, the thing itself. It makes sense; we're close to it. We know every detail and we want to share it with the world!
But... your customer isn't buying the thing. They're buying the *feeling* that comes with it. That's what you're actually selling.
So next time you're writing a caption, an email, or a website product page, take a step back and ask: What does this change for them? How does their day, mood, or mindset look different after they've used what I offer?
Not just “I offer X” but “with X, you'll gain and feel Y.”
Features inform + feelings sell. That’s what lands!
Keep your marketing human and real, because people forget what you said, but they remember how you made them feel ❤️Kim’s Corner
My highlight this month: SXSW London. What a week it was!
I returned for year two as an official SXSW London mentor, hosting back-to-back sessions with entrepreneurs and creatives flying in from Istanbul, Singapore, Amsterdam, Italy, the US and beyond. Every single one of them showing up with something brilliant to share and a real hunger to grow. I still can’t quite believe I got to do this.
The talks this year were on another level, too: Ben Cohen from Ben & Jerry’s, Padma Lakshmi, Katharine Hamnett, David Lee from Squarespace, among others. Every talk gave me a lot to think about.
I also got to support the Adobe team at their booth showing delegates how to use Adobe Firefly to elevate their photos (love being an Adobe ambassador!), supported the TERN community (The Entrepreneurial Fefugee Network) at their SXSW happy hour, bumped into old friends, made new ones, and yes, got a selfie with the Mayor of London.
One of those weeks that reminds me why I do what I do. Click here for the full recap.
This Refugee Week I stand with refugees 🧡
This year’s theme is Courage and it feels more urgent than ever.
Courage is what it takes to leave everything behind in search of safety, what refugees carry with them across borders, and what it takes for all of us to show up and stand together!
See more here.
And quick heads up…
No July newsletter as I’ll be taking some annual leave and fully logging off! If you’d like to work together, either get in touch now to lock something in for early July, or I’ll see you from August 💛
Check out more details about my services on my website and get in touch.
For this month’s big interview, we’re with Roshanne Dorsett, founder of The Glowcery.
We first met at a networking event at The Stack World, back in those post-lockdown days when everyone was desperate to get back out and the London event scene was absolutely buzzing.
Roshanne was just launching her skincare brand at the time. I got to try her brilliant products and even work with her on her digital marketing.
Since then, she’s been busy refining the brand, getting it into stockists, and sharing her story of going from law to skincare entrepreneurship.
And what a story it is.
Enjoy the convo!
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Hey Roshanne, tell us a little bit about yourself.
I’m Roshanne, the founder and face behind The Glowcery. I create nutrient-dense skincare for skin that’s stressed, depleted and craving calm. Before this I spent years in criminal and human rights law, working on joint enterprise murder cases, which sounds like a hard-left turn.
But that part of my life taught me everything about questioning broken systems, and once you start seeing broken systems, you can’t unsee them! The beauty industry runs the same playbook, keeping you stripping, correcting and buying without ever letting your stressed skin actually recover.
The Glowcery came from my own experience with burnout. The stress showed up on my skin as dullness, hyperpigmentation and acne, and it grew into a philosophy rooted in nourishment, giving skin what it’s starved of rather than stripping it of more. Really the same instinct that drove me in law, question the system that’s failing you, and build a better one.
What was the moment you knew you had to make the leap into running your own thing?
It came after I broke down in front of my mum and sister. The stress had been building and building. I’d worked on over 250 joint enterprise murder cases, and it all caught up with me at once. Around the same time, I caught my own reflection after a brutal stretch of work and didn’t recognise my skin. It was dull, breaking out, and hyperpigmentation was everywhere. I’d spent my career fighting for people stuck in systems that kept failing them, and in that moment I saw that the beauty industry runs the exact same playbook, keep you buying nutrient-poor products that exhaust your skin’s barrier and never actually let it recover.
The day I realised my skin wasn’t broken but depleted, exhausted, and hungry – and that the whole skincare industry had a nutrient-gap problem. I couldn’t unsee it. That was the moment I knew I had to build The Glowcery.
Superfood skincare is having a real moment. Did you feel ahead of the curve, or has it been a journey getting people to understand the concept?
I won’t claim I invented superfood skincare, because brands like Glow Recipe and Youth To The People were creating incredible products with superfood ingredients, and they were a real inspiration. But what I think I did differently was the concept and the story I told around it.
Think about what you instinctively reach for when you’re burnt out, stressed and depleted, you want to nourish your body, and you do it with fresh fruit and real nutrients. We wanted to bring that exact intention into skincare. When your skin’s feeling burnt out, stressed and depleted, you feed it the same way you’d feed your body. And here’s the part most people didn’t realise, a brand could call itself “superfood” and still be using refined, ultra-processed, stripped-back oils that have had most of the good stuff processed out of them.
So I got really clear on the thing that actually makes an improvement to the overall health of your skin, the nutrients that decide whether your product works or doesn’t. So it’s been less about being early and more about reframing what superfood skincare even means.
You’re very open about your journey. How intentional are you about weaving your personal story into your content?
I’m very intentional but I’ll be honest, it took me a while to get comfortable with it. At first it felt self-indulgent, to keep repeating my story I felt like everyone had heard it already! Then I realised that in order to grow I had to keep retelling my story repeatedly in creative ways.
The Depletion Loop isn’t a marketing concept I invented in a boardroom, it’s my lived experience so sharing it feels very aligned. Now I’m deliberate about sharing my story, because when someone sees themselves in your journey, they connect with the brand on a much deeper level than if I just spoke about the product benefits.
Growing a skincare brand on social media is brutally competitive. What’s been your most effective strategy for building a loyal community?
It's been a mix of education and building in public. I really believe that once you understand why your skin’s doing what it’s doing (the Depletion Loop, the role of stress and cortisol, why stripping it only makes things worse), this encourages loyalty a lot more than a hard sell does, because it builds trust.
The other half is building in public, letting people see the actual journey, the new product development, the wins, the messy bits, the decisions behind the brand, rather than just presenting a finished, polished version. When people watch you build the thing, they feel like they’re part of it and naturally they become your best brand ambassadors!
You’re great at jumping on trends and making them work. How do you decide which ones are worth your time and which to skip?
My filter is basically one question: “Can I make this say something about nourishing your skin?”
If a trend gives me a fun way to explain that we use cold-pressed fruit and vegetable oils (think of these as a cold-pressed juice for your skin) or bust a skincare myth, or show the founder behind the brand then I’m in.
If it would be me just dancing to a trending sound or if I’d have to contort the brand to fit it, or if it’s funny but doesn’t storytell in some way, I skip it, even when it’s tempting because it’s blowing up.
There are trends popping up every single day, and it’s so easy to get stuck in the loop of chasing them, jumping on every sound, creating a viral moment. But chasing virality isn’t a strategy and I’d rather post less and have every piece of content actually align with the brand than go viral for something that does nothing for it.
Can you walk us through a piece of content that really took off and moved the needle?
Two come to mind. The first was most recently a “Jutsu” food transition trend, and it worked really well because it was so simple. The ‘before’ showed me holding the raw ingredients, the ‘after’ revealed the product they’re used in.
So for Clean Greens, I had two heads of broccoli in my hands, smashed them together, and out popped the Clean Greens Face Oil, because we actually use cold-pressed broccoli seed oil, which is brilliant at nourishing the skin and locking in moisture.
It told the whole “feed your skin” story in a few seconds, no explanation needed. You see the fruit-and-veg-to-product link instantly.
The second is our “Glow to Market” series, where I bring the community behind the scenes as I get The Glowcery into retail, showing them the actual journey and the process of getting on shelf. That’s the building-in-public side of things, and people love being let in on the real story rather than just the finished product. Between the two, one nails the philosophy in seconds and the other builds the relationship over time, and both have driven sales conversion and follower growth.
You got mentorship through Glossier. What’s the most valuable marketing or business lesson you took away?
The power of community, and how being open, honest and inviting people in is one of the biggest reasons Glossier became one of the biggest beauty brands to ever exist. They didn’t grow by talking at people, they grew by bringing people in, listening, letting the community shape the brand and feel real ownership over it.
That completely reframed things for me. Leaving law I came from a world of logic and evidence, so my instinct was to win on ingredients and proof, but Glossier showed me that people don’t just fall in love with your ingredients list, they fall in love with feeling like they belong to something.
So I bring that into how I create content for The Glowcery being honest about the journey, open about the messy bits, and treating the people who follow The Glowcery like they’re part of building it.
What does 2026 look like for The Glowcery?
2026 is all about going deeper into our mission to close the nutrient gap in skincare, and empower women to nourish their skin and reclaim their confidence. So there are new formulations in the works that I’ve been quietly obsessing over, things that take the nutrient-dense philosophy somewhere we haven’t been before.
I can’t give away everything just yet, but with this new product launch we’re thinking about nourishment on a holistic level. 2026 is looking very exciting!
Fave social platform right now?
Instagram, hands down.
Proudest moment so far?
Our Clean Greens Face Oil beating legacy beauty brands to win Best Face Oil at the Women’s Health Beauty Awards.
Personal mantra when things get tough?
Everything is figure-outable.
Advice for small business owners terrified of showing up on camera?
Talk to yourself like you would your younger self, you’d never tell a frightened child they’re not good enough, you’d take their hand and gently say “I’ve got you, let’s just try.” Give yourself that same softness, and go for it!
Best piece of business advice you've ever received?
Don’t wait to be perfect, just start.
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Follow The Glowcery on Instagram, TikTok and check out their website.
Want to collaborate with me this summer? From marketing consultancy to event collaborations and brand partnerships, I’m open to new projects. Get in touch and let’s explore what we can collaborate together!