Shaping the Beauty category at Square from the ground up, we crafted a new way to connect with our audience by centering every strategy on the unique stories of the sellers themselves. At the heart of each campaign was a real beauty business, proving that Square is truly built for the industry.

To bring this vision to life, we pioneered Square’s first beauty influencer-led campaigns, launched immersive in-person event series, and completely overhauled our digital marketing and web presence. By moving beyond a one-size-fits-all approach, we built a beauty platform that spoke directly to the artistry and ambition of salon owners and independent pros. It wasn’t just about the tech; it was about showing the beauty community that Square is the creative engine powering their growth.