Beauty and lifestyle copywriting and digital media consultancy

Jenni Baden Howard freelance copywriter

Welcome to Kappakoi, we’re so glad you found us! We’re a small, friendly and super-creative communications consultancy specialising in beauty, wellbeing, fashion, interiors, travel, food, parenting, family and lifestyle. Between us, we have many years of experience working with national publications and for a wide range of companies, large and small, from niche brands to household names.

We work on all aspects of copy and online branding, web design, product packaging, development and marketing. We love learning about the story and vision behind a brand and the challenge of capturing its essence and conveying its message in words and visuals that stand out from the crowd, whether it’s on the product shelf, an iPad or the big plasma screen of a department store beauty hall. And yes, we’re used to the craziest deadlines (which is where the coffee comes in).

Wherever you’re at with your project and whatever its size, we’d LOVE to discuss how we might be able to work with you!

Jenni Baden Howard

Jenni Baden Howard, co-founder


About us

Jenni Baden HowardJenni Baden Howard is a freelance beauty, health, family and lifestyle copywriter and digital media editor and consultant.

With a background in editorial, Jenni has worked for 20 years for a wide range of UK magazines and national newspapers, glossy supplements and websites, whilst also offering copywriting for brands and PR agencies.

Jenni regularly writes copy for beauty promotions which appear in magazines including Porter (for print and online), HarrodsHarper’s BazaarTown & Country and BA High Life, and for weekend supplements including the Telegraph.

Editorially, she has written for titles including ELLE; Cosmopolitan; Marie Claire; Marie Claire Health & Beauty; Health & Fitness; The Telegraph; The Daily Mail; Saturday Express Magazine and Saturday Telegraph, amongst others.

Jenni has also written widely for in-store magazines, working closely with clients in conveying their brand message, including Boots Health & Beauty, Sainsbury’s Magazine; Harvey Nichols Magazine; Heathrow TravellerThe London Magazine and BA High Life.

In her capacity as a beauty, health and fitness writer, Jenni has interviewed a wide range of celebrities and industry insiders from Penelope Cruz to Donna Karan for titles such as Health & Fitness and The Telegraph.

Online, she edited the popular parenting and lifestyle blog nonstopmama for several years whilst being commissioned to blog on beauty and lifestyle for companies including Boden; The Beauty Shortlist; Tesco Living and Sunuva, amongst others.

Jenni has worked on special social media projects with brands including Merci Maman and Tesco (for whom she was on the judging panel for the first Tesco Beauty Awards). She has also co-hosted successful Twitter Parties with Handpicked Media for brands including Boots.

She has written sponsored online content and promotions with a wide range of companies including Marks & Spencer; LEGO; Reebok; Disney; Innocent Drinks; Pink Lining; Annabel Karmel; Mama Mio; Bliss SPA; Caudelie; Zaggora fitness wear; BabyZEN; NEOM Luxury Organics; Merci Maman; Balance Me; The Sanctuary Spa; FittaMamma; Aromatherapy Associates; Body Control Pilates; Olly M; SPEEDO; The Ideal Home Show; StorkSak; The Watch Hut; Lidl; Tangle Teezer; Nintendo; Evans and Maybelline New York.

Jenni also loves working one-to-one with brands on their product packaging, advertising and online copy.

Website copywriting

As well as her magazine, newspaper and online work, Jenni works closely with brands (from the smallest start-ups to international names, see Clients) on website copy, including e-commerce sites (for Cowshed spas and skincare, for example).


Jenni regularly writes advertising slogans, straplines and promotional copy for a range of glossies and for in-store screens which have appeared in stores such as Harrods and Barney’s New York.

Press releases and PR projects

Jenni also offers copywriting for PR agencies and individual brands, from one-off press releases and special projects to full media packs.

She has also written media packs and promotional materials for companies including Dr Hauschka; E45; Lacoste; Olay; Oral-B and Hugo Boss.

Product packaging and in-store copy

Jenni has written product names, packaging copy and in-store copy for companies including Vaishaly, Toni & Guy; NuBO, Charles Worthington; Dr Sebagh and Omorovicza, amongst others (more examples in Clients).

Will HowardWill Howard has spent the last 15 years creating websites for a wide range of beauty and lifestyle companies, from international skin care brands to five star hotels, PR agencies to museums and theological training colleges.

Will also consults on all aspects of online marketing and social media strategy.

Web design and development

As well as designing and developing clean, great-looking and fast-loading websites, Will also offers in-depth existing website evaluation and consultancy, helping companies large and small to build on their success and take their sites to the next level.

Social media strategy

Will works providing social media consultancy to brands large and small. If needed, Jenni can help here with copy.

Brand consultancy

Will consults brands of all sizes, and at every stage of development, on their online brand identity – ensuring they remain consistent, and on target – and marketing strategies.

Companies and brands which Will has worked with include, among others, Dr Sebagh; Wizard Publicity; Bespoke Interiors; Louise Galvin; Abahna; Amanda Lacey; Flavour Research; nonstopmama; Sarum College; Stets College; Hotel Felix; Cheese & Alfie’s; The Spa PR Company; Emma Forbes; Coffee And Cream, Judge’s Hotel and Grange Hotel.

Why work with us?

It always makes us happy when people say they like working with us because, besides getting the job done, on deadline and to budget, we’re fun to work with (we try!), we’re real and, because we’re a small consultancy, they deal with us directly, from start to finish, on a project.

Will is all about putting the client in control and giving them a website which not only meets their goals visually and functionally, but which is also one they can realistically manage and update themselves going forward if they choose to.

Whatever your needs, let’s see if we can help!

Clients we’re thrilled to have worked with

National newspapers Jenni has written for include:

  • Femail, The Daily Mail
  • The Telegraph
  • The Telegraph Saturday Magazine
  • The Sunday Times Style magazine
  • The Saturday Express Magazine

Magazines she has written for include:

  • Elle
  • Cosmopolitan
  • Vogue
  • Marie Claire
  • Marie Claire Health & Beauty
  • Health & Fitness
  • HN The Harvey Nichols Magazine
  • Sainsbury’s Magazine
  • Sainsbury’s Fresh Ideas
  • Boots Health & Beauty Magazine
  • The London Magazine
  • Slimming World
  • With Kids
  • Tesco Magazine
  • Woman’s Journal
  • Baby London, Hampshire & Surrey Magazines
  • Heathrow Traveller
  • Chewton Glen Magazine
  • New Forest Exclusive Magazine
  • BH Luxury Magazine
  • BA High Life

Online destinations Jenni has worked with include:

  • Boden
  • Merci Maman
  • Sunuva
  • Cowshed
  • Vaishaly
  • Omorovicza
  • Mums Net
  • Tesco
  • Sainsbury’s
  • Suburban Turban
  • Emma Forbes
  • My Beauty Emporium
  • The Beauty Shortlist
  • Bespoke Interiors
  • Dr Sebagh
  • Mum Knows Best
  • Baby London, Hampshire and Surrey

Copywriting clients have included:

  • Spark (Telegraph Media)
  • Debenhams Beauty Club
  • Toni & Guy
  • Vaishaly
  • NuBo
  • Cowshed
  • Crabtree & Evelyn
  • Charles Worthington
  • E45
  • Dr Hauschka
  • Olay
  • Oral-B
  • Hugo Boss
  • Lacoste
  • Tesco
  • Omorovicza
  • Dr Sebagh
  • Suburban Turban
  • Bespoke Interiors

Websites Will has designed include:

Contact us!

  • Drop us a line at jenni(at)kappakoi(dot)com or will(at)kappakoi(dot)com

You can also connect with us on Twitter, Facebook, Pinterest Instagram and LinkedIn!


So why ‘Kappakoi’?

Will worked in Japan for a couple of years. It’s made up of Kappa (Japanese for water sprite) and Koi (the fish). It’s stuck!

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