Delray Beach, FL Weekdays 11am–6pm
(305) 332-8254

About Wovelle

Most skincare copy is too long because nobody checked the formula.

Wovelle is a one-room copywriting studio on Harbor Circle in Delray Beach. We write for independent skincare and wellness founders, and we start every job by reading the ingredient list.

Send the brief Read the price list
A marked-up product page draft beside an amber dropper bottle on a writing desk
Draft 02 · Red pen, no adjectives

01 — The short history

Why a studio this small

Wovelle began with a pile of product pages that all said the same thing. Radiance, glow, awaken, transform. The serums underneath were different. Some had 5% niacinamide, some had a lot of fragrance, one had a very good squalane. The pages never said which.

So we started writing from the back of the box forward. Ingredient list first, then the method, then the customer, and last the headline. It makes for shorter pages. It also makes for fewer returns of the “this isn’t what I expected” kind.

We keep the studio small on purpose. Each project gets read, drafted and edited by the same writer, which is the only way the voice stays the same from page one to email five.

If a line would not survive on the jar, it does not go on the page.

02 — House rules

Four rules we write by

  1. Name the ingredient

    “Skin-loving botanicals” is not an ingredient. Squalane, niacinamide and bakuchiol are. If the formula has it, the page says it, with the percentage when you can share it.

  2. One claim per sentence

    A sentence that promises hydration, firmness and glow is three claims wearing a coat. We split them, and keep the ones you can support.

  3. Flag, don’t fudge

    When a line reads like a drug claim, we mark it and tell you why. Your regulatory advisor makes the call. We never write around the problem and hope.

  4. Stop when it’s said

    A product page earns its length one fact at a time. When the facts run out, the page ends. Most of our edits are deletions.

03 — The cut list

Words we take out, and what goes in

Struck

  • Luxurious
  • Awaken your radiance
  • Transformative
  • Clinically proven (without a study)
  • Miracle

Kept

  • 5% niacinamide
  • Two drops after cleansing
  • Patch test on day one
  • Fragrance-free (when it is)
  • Batch and shelf life

The struck list is not a ban. It is a question: what does this word do that a number or a method couldn’t?

04 — How we work

A quiet studio, by design

We take a few projects at a time. Most of the work happens in documents, not meetings. There is one brief call at the start, and after that you hear from us when there is a draft to read or a question that can’t wait.

Everything is billed per project by invoice, half to start and half on delivery. Files arrive as a Google Doc and plain text, ready to paste into Shopify or Klaviyo.

Hours
Weekdays 11am–6pm. Calls answered the same afternoon, usually.
Brief
One thirty-minute call, by phone.
Draft
Five business days after brief and ingredient list arrive.
Edits
Two rounds in the project price.
Studio
134 Harbor Circle
Delray Beach, FL 33483

05 — Next

Send the formula. We’ll read it first.

A few lines and an ingredient list is enough to start. We answer weekdays, 11am to 6pm.

Send the brief Call (305) 332-8254
Send the brief Call (305) 332-8254