Brand Tone

Direct, transparent, and efficacious, with a touch of irreverence.

Brand Values

• •Effectiveness
• •Cruelty-Free
• •Vegan
• •Transparency
• •Science-backed formulations

Best Practices

• •Prioritize clear and direct communication to avoid ambiguity.
• •Address ingredient concerns proactively by providing detailed explanations of the formulation philosophy and ingredient choices.
• •Leverage social media to showcase product effectiveness through user-generated content and influencer collaborations.
• •Clearly differentiate the brand from other similarly named products or brands by emphasizing unique selling points and brand story.
• •Maintain a consistent brand voice across all platforms to reinforce brand identity and build trust with consumers.

Social Perception

A modern, effective, and trustworthy skincare brand that is transparent about its ingredients and committed to cruelty-free and vegan practices.

Copy Examples

• •"Our efficacious formulas deliver real results – no BS, just science-backed skincare that works."
• •"We're cruelty-free and vegan because we believe beauty shouldn't come at the expense of animals."
• •"Dealing with ingredient concerns? We're here to break it down. Ask us anything!"
• •"Get the glow-up you deserve with our powerhouse products. Your skin will thank you."
• •"Tired of empty promises? We deliver real results, backed by science and loved by our community."