Sarah Safwan
Marketer · storyteller · content creator
Based in Egypt · open to opportunities worldwideInterested in beauty, fashion and cultureWriter, creator and professional overthinker
marketer · writer · content creator
Hi, I’mSarah
I love figuring out what makes people stop, pay attention and connect with a brand. Then I turn that into content through strategy, writing, visuals and UGC.
made with curiosity and a little bit of pink ♡
✦
✦
hi again
Here is what you should know about me
I have always been the person who notices the details, asks too many questions and wants to understand why people love the things they love.
Marketing gave me somewhere to put all of that curiosity. I get to study people, brands and culture, then use what I learn to create something meaningful.
Sometimes that becomes a video. Sometimes it is an article, a campaign idea, a podcast conversation or an entire brand world. I like having more than one way to tell a story.
Most of my ideas live around beauty, fashion and lifestyle, but what really interests me is the person on the other side. What catches their attention? What feels honest to them? What will they remember later?
I make things with people in mind.
UGC & Content
A growing library of product-led UGC and creator content across beauty, unboxings, GRWMs and lifestyle. Choose a category to explore.
UGC10 videos
01PRESS PLAY
UGC · FIRST IMPRESSIONSHEGLAM concealer
A first-impression review built around application, coverage and an immediate product reaction.
02PRESS PLAY
UGC · BEAUTY TRY-ONPink Lemonade blush
A product rediscovery turned into an organic beauty try-on with a playful, personal hook.
03PRESS PLAY
UGC · PRODUCT COMBOFluffy blush combo
A repeat-worthy blush combination recreated on camera in an easy, conversational beauty format.
04PRESS PLAY
UGC · BEAUTY TRY-ONBreaking the brown-liner habit
A product-led lip try-on framed around stepping outside my usual makeup comfort zone.
05PRESS PLAY
UGC · UNBOXING · PART 01Bellabelles unboxing
Part one of a two-part package reveal, focused on the arrival, presentation and first look.
06PRESS PLAY
UGC · UNBOXING · PART 02Bellabelles — the little boxes
Part two moves from the outer package into the individual pieces and closer product details.
07PRESS PLAY
UGC · FASHION UNBOXINGBurberry unboxing
A concise unboxing centered on packaging, reveal and the details that make the piece feel special.
08PRESS PLAY
UGC · BEAUTY + ACCESSORIESKIKO makeup & accessories
A casual beauty-and-accessories haul that integrates products naturally into personal content.
09PRESS PLAY
UGC · PRODUCT DETAILEssentials pouch
A quick product-detail piece highlighting the pouch, texture, interior and everyday use.
10PRESS PLAY
UGC · LIFESTYLE HAULSelf-care edition
A themed haul bringing several purchases together around one cohesive self-care idea.
11PRESS PLAY
BEAUTY & GRWM · PART 01Birthday makeup — Part 1
The first half of my 21st-birthday makeup, built as an ongoing get-ready-with-me series.
12PRESS PLAY
BEAUTY & GRWM · PART 02Birthday makeup — Part 2
The second half completes the look and keeps the two-part beauty story together as a series.
13PRESS PLAY
BEAUTY & GRWM · SILENT FORMATJust me, my makeup & music
A silent GRWM that lets the visuals, product callouts and editing carry the entire piece.
14PRESS PLAY
LIFESTYLE · PERSONAL STORYTurning 21
A personality-led talking video built around a personal milestone, reflection and audience connection.
Created from filming to final edit by me.UGC · beauty · unboxings · GRWM · lifestyle · editing
Visual creativity
From thumbnails to social carousels, I turn everyday ideas and personal stories into visuals that feel considered, engaging and recognisably mine.
YouTube thumbnail · Canva
Weekend Reset
A vlog thumbnail designed to turn small weekend moments into one clear, clickable story. The layered collage, handwritten arrows and bold title balance personality with instant readability.
swipe through ♡
01 / 04
Little things that bring me joy
A nine-slide lifestyle story built from my own photographs, scrapbook details and conversational text. The series turns ordinary favourites into a warm, personal visual narrative.
nine little joys ♡
01 / 09
Designed and assembled by me in Canva.thumbnail design · social carousels · visual storytelling · art direction
this is where the ideas go
I create in a lot of different ways
I have never been interested in choosing only one format. If an idea works better as a video, I film it. If it needs more room, I write it. If it feels like a conversation, I talk about it.
notice
think
make
My approachMost of my content starts
with something I noticed.
with something I noticed.
It might be a product, a campaign, a conversation or a thought I cannot leave alone. I follow it until I understand what I want to say, then I choose the best way to say it.
made because
I had to ♡
I had to ♡
What consistency has built
Every project has given me a chance to improve my work, understand my audience and become more intentional about what I create. These numbers show part of that progress.
at a glance
Main interestsBeauty + fashion
Content formatsVideo + audio + writing
English levelC2
Based inEgypt · available worldwide
still growing. still learning. still creating. ♡
These figures come from my personal platforms and projects. Platform totals may change as my channels continue to grow. Instagram profile views reflect the 90 day period available when this portfolio was updated.
The Sae Lens
Volume 01 · by Sarah SafwanBrand behaviourConsumer choicesCulture
Cover story · 001A closer look at the brand ↘
A closer look at the brand
The Rhode effect
An exploration of how Rhode uses consistent visuals, product moments and cultural relevance to create a brand people recognise immediately.
The little worlds I have created
I tend to give my ideas their own names, personalities and places to live. These are the projects that grew beyond one post and became something I wanted to keep building.
AN ORIGINAL SERIES · 2026
The Sae Lens
The Sae Lens started because I was always noticing the small choices brands make. The words they use, the way they launch something and the reasons people either care or scroll past.
I notice it, think about it and eventually have to talk about it.
MY PODCAST · 2024 TO PRESENT
The Sae Talk
The Sae Talk is where I speak about the things I am usually still trying to understand. Personal growth, relationships, identity and the thoughts that become clearer once I say them out loud.
Some things make more sense when you talk about them.
STUDENT PLATFORM · 2022 TO 2025
Thy Academia
Thy Academia was an educational platform focused on studying and student mental health. Through articles and social content, I explored topics such as motivation, study methods, academic pressure, burnout and the importance of rest.
Practical advice with an honest understanding of student life.
INDEPENDENT WRITING · SUBSTACK
Sae Writes
Sae Writes is a collection of essays about human behaviour, habits and the ideas that shape our perspective. Each piece takes a familiar belief about productivity, motivation or personal growth and looks at it more carefully.
For ideas worth thinking about twice.
MY MARKETING HOT TAKES · 2026
Marketing Hot Takes
Marketing Hot Takes is where I question the choices brands make and the habits industries have normalised. Each post focuses on one opinion and explains the reasoning behind it.
Not every marketing decision deserves agreement.
Selected projects
A selection of original projects that show my experience across marketing, writing, audio content and digital work.
The Sae Lens
An original marketing content series exploring brands, campaigns and consumer behaviour. I developed the concept, content direction, visual identity and written commentary.
The Sae Talk
A personal podcast focused on honest conversations about growth, relationships and identity. My work includes topic development, hosting, writing and audio content.
Personal portfolio
A digital portfolio bringing my marketing work, writing and original projects into one clear experience. I developed its structure, writing, visual direction and code.
Original projects developed from the first idea to the final result. ♡
Web and digital work
A website is another way to tell a story. I use structure, writing and visual direction to decide what someone should see, understand and do next.
PERSONAL PORTFOLIO · 2026A place for all the work that did not fit into one category.
I created this portfolio to bring my marketing work, writing, content and personal projects together in a way that feels connected and easy to explore.
Sarah Safwan
I created this portfolio to bring my marketing work, writing, content and personal projects together in a way that feels connected and easy to explore.
THE CHALLENGE
My work exists across several formats. Placing everything into a standard portfolio layout made the projects feel separate from one another.
MY APPROACH
I organised the website around the way I want people to understand my work. Each section introduces a different part of what I do while still feeling like it belongs to the same person.
built around the full picture, not one job title ♡
MORE THAN ONE WAY TO CREATEEverything has
a place here.
a place here.
marketing · writing · content · original projects
SARAH SAFWANMore than one
way to create.✦
way to create.✦
Marketing
Writing
Content
Original projects
CREATIVE DIRECTION
AND COPY · 2026
AND COPY · 2026
Writing and storytelling
My writing experience includes educational articles, personal essays, marketing commentary, scripts and audio content.
Writing portfolio2022 TO PRESENT
3+ years15+ published
articles
Good writing makes a complicated idea easier to understand.
I adapt my writing to the subject and format while keeping the language clear and natural. My work covers student wellbeing, personal development, human behaviour, marketing and brand communication.
clear thinking, written naturally ♡
Thy Academia
Educational articles focused on studying, motivation and student mental health.
Sae Writes
Independent essays examining habits, productivity, identity and human behaviour.
Scripts and spoken content
Scripts and structures for videos, podcasts and personal storytelling.
Marketing commentary
Research and writing for The Sae Lens and other marketing content.
The format changes. Clear thinking stays important.articles · essays · scripts · marketing commentary · audio content
What do you need help with?
Maybe you need content. Maybe the idea is there but the words are not. Maybe you have no idea where to start. That is completely fine.
NOT SURE WHICH ONE YOU NEED?Send me what you have.
Let’s figure it out →Some projects need a mix of ideas, writing and content creation. Send me what you are working on and we can figure out the rest together.
the process
Four clear steps
Enough structure to keep things moving.
The details depend on the project, but the process always stays clear and collaborative.
Brief
We discuss the project, goals, deliverables and timing.
Direction
I prepare the idea, outline, script or references for approval.
Creation
I create the content or writing according to the approved plan.
Delivery
I apply the agreed feedback and prepare the final files.
A few things you might want to know
The practical details can vary depending on the project, but these answers should give you a good place to start.
What are we
working on?
Maybe you have a full brief. Maybe you only have an idea and a few screenshots. Either works. Send me what you have and tell me where you need help.
♡NEW PROJECT INQUIRY · PRIVATE
OPEN TOTell me about it
THE RIGHT
PROJECT
What happens after you reach out?
01I read your message.
I look at what you need, your timing and whether I am the right person for the project.
02If it feels like a fit, I reply.
I may ask a few questions so we can make the scope, timing and expectations clear.
03We agree on the details and begin.
Once everything is confirmed, we can start shaping the work together.
FROM EGYPT, WORKING WORLDWIDESend the idea. We can shape it together.Sarah Safwan