Sharp strategy, soft mornings — notes from a beauty & wellness founder abroad.

Out here, the mornings are slow.
Horses shift in the field next door.
The air smells like rain, grass, or hay — depending on the time of year —
and the kind of ideas that only show up when you’re not rushing.

I run a beauty & wellness strategy house from this stretch of Belgian countryside —
mud on the boots, brand decks on the desk.
It’s not the Eiffel Tower, but the Wi-Fi works… most days.

This isn’t a travel blog.
It’s about building a life and a business
after uprooting everything and everyone you’ve ever known.

It’s the in-between moments —
jumping from feeding kids to a client call,
scribbling down a campaign idea before it disappears,
and realizing that people-watching at a European flea market
gives me some of my best content ideas and inspiration ever… who knew??

I write for beauty & wellness founders who are tired of the noise.
The women who want their brand to matter — not just be seen.
The ones who’d rather post better than post more.

Here, you’ll find:

• Brand takes that cut sharper than a trending sound.
• Mindset shifts that don’t come from a quote card.
• Strategy woven into story so it sticks longer than your morning serum.
• Observations from a life lived outside the obvious,
  where different becomes the default.

Some days, you’ll get a story.
Other days, a piece of strategy so spot-on
you’ll want to copy-paste it into your business plan before the coffee cools.

If you’re a beauty & wellness founder, a creative soul,
or someone who loves the behind-the-scenes of building something that matters —
you’ll feel right at home here.

Welcome to She Posts First.
Founder abroad.
Muddy boots. Strong coffee.
Ideas worth stealing.