Brand Tone

authentic, caring, and uplifting; personal, informative, simple, clean, and inspiring, infused with a feeling of wellness and self-care.

Brand Values

• •Clean and Natural Ingredients
• •Holistic Wellness
• •Handcrafted and Small-Batch Production
• •Cruelty-Free and Ethical Sourcing
• •Sustainability
• •Personal Connection and Intention

Best Practices

• •Lead with Authenticity: Always communicate from a place of honesty and transparency. Share the story behind the brand and the products. This builds trust and a genuine connection with your audience.
• •Emphasize the "Why": Don't just list ingredients and benefits. Explain why those ingredients were chosen and how they contribute to the overall feeling of wellness and self-care the brand promotes.
• •Use Uplifting and Sensory Language: Incorporate words that evoke positive feelings and engage the senses. Describe the scents, textures, and the feeling the products leave on the skin to create a more immersive experience for the reader.
• •Maintain a Personal and Caring Voice: Write as if you are speaking to a friend. Use "you" and "we" to create a direct and personal connection. The founder's voice and story are central to the brand, so this personal touch should be consistent across all communications.
• •Stay True to Your Values in Every Message: Every piece of copy, from a product description to a social media caption, should reflect the core values of clean ingredients, holistic wellness, and ethical practices. This consistency reinforces the brand's identity and what it stands for.

Social Perception

Overwhelmingly positive; customers praise product quality and effectiveness. The brand is seen as trustworthy and authentic due to the founder's transparency. Reviews highlight pleasant, natural scents and moisturizing properties. The rebranding was well-received, enhancing the perception of sophisticated and effective formulas.

Copy Examples

• •Awaken your senses and nourish your skin. Our new Wild Citrus Body Oil is a vibrant blend of pure essential oils and nourishing botanicals, crafted in small batches to bring a little sunshine to your daily ritual. Feel the love and intention in every drop.
• •Your well-being is a collection of small, mindful moments. Take a deep breath, apply your favorite Petala Balm, and remember to slow down and care for yourself today. #28Litsea #SelfCareRitual #MindfulBeauty
• •More than just a lip balm, it's a pocket-sized powerhouse of hydration. Our Melted Balm, with soothing Babassu oil and calendula, is here to rescue dry lips, cuticles, and any spot that needs a little extra love. Simple, effective, and always clean.
• •At 28 Litsea, we believe what you put on your body is as important as what you put in it. That's why we pour our hearts into creating products with the finest natural ingredients. Discover the feeling of truly clean beauty and embrace a moment of peace in your day.
• •28 Litsea was born from a desire to recharge and a passion for clean, effective skincare. As a school counselor, our founder Christine learned the importance of self-care. That journey led to creating a line of multi-sensory products to help you feel good about what you're putting on your skin. It's more than skincare; it's a ritual of self-love.