Creative · Strategy · Content · Culture

AliaNaguib

Building stories at the intersection of culture, beauty and business.

Marketing, content creation and brand strategy for fashion, beauty and luxury.

Business with Law, Queen Mary University of London · London & Cairo

See my work Get in touch
Rare Beauty @aliaedited Editorial carousel
Alia Naguib resting her chin on her hand against a deep red background

Meet Alia

I'm a Business with Law student at Queen Mary University of London who spends every spare hour making content. I'm drawn to fashion, beauty and luxury because they're the industries where the story matters as much as the product: how a brand makes people feel, what they want to share, and why they come back.

Between London and Cairo, I've worked on skincare campaigns, legal research and consultancy projects, and I bring all of it to how I think about brands: creative first, with the commercial side always in view.

Studying
Business with Law at Queen Mary University of London
Leading
The QMUL Entrepreneurs Society, as Vice President
Making
Fashion, beauty and lifestyle content for @aliaedited
English
Fluent
Arabic
Fluent
German
B1

Selected work

Spec campaign · Social strategy · Beauty · 2026

Rare Beauty: You Are Enough

A social-first campaign celebrating real skin, self-acceptance and community.

Strategy, creative direction, copywriting, social design

Objective

Drive community engagement and user-generated content by celebrating authentic, unfiltered beauty.

Audience

Beauty consumers aged 18–34 drawn to self-acceptance, mental wellness and values-led beauty.

Ecosystem

Feed, then Stories, then Reels, then community, all driven by user-generated content.

#YouAreEnoughRare

Followers are invited to share unfiltered selfies, with selected submissions reposted to build participation. The creative direction stays authentic, inclusive, human and unfiltered.

Instagram carousel: hook, message, real skin, call to action

Slide 1: close-up of skin texture with the line You don't need a filter to be rare Slide 2: Pores. Texture. Freckles. All of it is beautiful. Slide 3: model applying makeup, Makeup to feel good in, not to cover up Slide 4: Show us your rare, #YouAreEnoughRare, tag us and we'll repost our favorites
Reel cover reading You are all rare, a community campaign
Reel cover
Instagram story poll asking What makes you feel rare today?
Story with community poll

Try the story poll

What makes you feel rare today?

Independent spec project, not affiliated with Rare Beauty.

Internship work · Social content · Beauty · 2025

Helmaderm

Skincare education, designed for social.

During my marketing internship at Helmaderm Pharmaceuticals, I developed educational skincare content that combined informative and promotional messaging within the brand's visual identity.

Content strategy, carousel design, visual storytelling, audience-focused messaging

3 tips for achieving glowing skin, dry skin edition

Cover: model holding Helmaderm dry skin cream, 3 tips for achieving glowing skin Step 1: Cleanse regularly, with Helmaderm cleansing gel Step 2: Hydration is key, with Helmaderm cream Step 3: Prioritize sunscreen, with Helmaderm SPF 50+ sunscreen milk

Independent content · Fashion · Beauty · Lifestyle

@aliaedited

Content that feels like a memory.

Concept, filming, editing, creative direction, copywriting

@aliaedited on Instagram

36K+views across 13 posts
11.1Kviews on my top reel
4.6Kviews on the birthday week carousel

Editorial carousel: birthday week, dressed differently every day

Cover: restaurant with a draped fabric ceiling, birthday week, dressed differently every day Day 1 collage: rooftop dinner in a pleated champagne gown, gold cake and flowers Day 1 outfit: pleated Zuhair Murad gown with sequinned belt on a deep red background Day 2 collage: black lace dress with a bouquet in a leafy restaurant Day 2 outfit: Fashion Nova lace top, Mango heels and Verano Hill bag on a deep red background

Short-form video

Concept, filming, editing

3,009 views

Mini-vlog: morning routine

Lifestyle, editing, storytelling

Mini-vlog

Lifestyle, editing, storytelling

View @aliaedited on Instagram

Experience

  • Jul – Aug 2026

    General Corporate & Commercial Legal Intern

    Adsero – Ragy Soliman & Partners

    Legal research, drafting and reviewing NDAs, and Arabic–English legal translation.

  • Jun – Jul 2026

    Organization Development Intern

    R&S Management Consultancy

    Supported the shift from B2B to B2C, digital transformation and social media.

  • 2025 – present

    Content Creation & Freelance Design

    @aliaedited

  • Jun – Jul 2025

    Marketing Intern

    Helmaderm Pharmaceuticals

    Campaign content, market research and competitor analysis for product positioning.

Education & credentials

Education

  • BSc Business with LawQueen Mary University of London · 2024 – 2028
  • Foundation YearKaplan International College · 2023 – 2024

Leadership

  • Vice President, QMUL Entrepreneurs SocietyLeading strategy, events and member engagement · 2026 – present

Certifications

  • Inside LVMHCreation & Branding, Retail & Customer Experience · 2026
  • Foundations of Digital Marketing & E-commerceGoogle, via Coursera · 2026 · Verify
  • Strategy Consulting Job SimulationBoston Consulting Group, via Forage · 2026

Let's make something worth remembering.

London, UK · Cairo, Egypt

Open to

  • Marketing & content internships
  • Brand & social media roles
  • Creative projects & collaborations