Brand Tone

bold, rebellious, artistic, inclusive, and empowering. It's also playful, experimental, and unapologetic. The language used is direct, confident, and often informal, encouraging users to be themselves and break conventional beauty standards. There's an edgy, cool, and slightly irreverent vibe that resonates with a younger, creatively-inclined audience.

Brand Values

• •Self-Expression: The core value is encouraging individuals to express their multifaceted identities through makeup without rules.
• •Inclusivity & Diversity: about-face is "made for everyone, everywhere," showcasing a wide range of genders, ethnicities, and skin tones in its imagery and messaging.
• •Creativity & Artistry: Makeup is positioned as a tool for art and experimentation, not just for perfection or conforming to ideals.
• •High-Performance & Quality: The brand emphasizes its long-lasting, highly pigmented, and innovative formulas.
• •Ethical Practices: Committed to being vegan, cruelty-free, and using "clean" ingredients.
• •Authenticity: Encourages being true to oneself, even if it's "messy" or "mad." The brand often showcases unfiltered or minimally edited looks.
• •Empowerment: Aims to make users feel confident and free to explore different versions of themselves.

Best Practices

• •Embrace Imperfection & Authenticity: Use language that feels real and relatable. Avoid overly polished or corporate jargon. Acknowledge that beauty is personal and not about achieving a flawless ideal. Talk about the "messy, mad, and personal method" to becoming oneself.
• •Use Bold & Direct Language: Be confident and assertive in your messaging. Use strong verbs and impactful adjectives. Don't be afraid to be a little edgy or provocative, reflecting the "rebellious" nature of the brand.
• •Champion Self-Expression & Creativity: Frame makeup as a tool for artistry and individual expression rather than a means to conform. Use words like "create," "explore," "experiment," "art," and "canvas."
• •Maintain an Inclusive & Empowering Voice: Ensure copy speaks to "everyone, everywhere." Use inclusive pronouns and highlight diversity. The tone should uplift and empower users to feel good about who they are and how they choose to present themselves.
• •Inject Playfulness & Energy: While bold, the tone should also be fun and engaging. Use humor where appropriate and maintain a youthful, energetic vibe that encourages experimentation and joy in makeup. Phrases like "Get weird with it" capture this.

Social Perception

fresh, exciting, and authentic makeup brand that stands out in a crowded market. Halsey's involvement is seen as genuine, reflecting her personal artistic style and passion for makeup. The brand is lauded for its commitment to inclusivity and for providing tools for bold self-expression. Many users feel a strong connection to the brand's ethos of "makeup without rules" and appreciate the high quality and unique color selection of the products. It's viewed as a brand that empowers creativity rather than dictating specific beauty standards. There is a strong sense of community among users who share their looks and celebrate individuality.

Copy Examples

• •Headline: DON'T BLEND IN. PAINT LOUD. Body: Your face is a canvas. Our new Matte Fluid Eye Paints are your obsession. Ultra-pigmented, zero-budge color that screams YOU. No rules. Just art. #aboutface #PaintLoud
• •Headline: WHO SAID PERFECTION WAS THE GOAL? Body: Messy. Mad. Magical. That's your method. Our Light Lock Gloss delivers explosive shine for every vibe, every whim, every you. Get weird with it. #aboutface #LightLockShine #MadeForTheManyYou
• •Headline: FOR THE RULE-BREAKERS & GAZE-MAKERS. Body: Tired of trends? Make your own. Our Shadowsticks glide on, stay on, and let your inner artist run wild. Define, smudge, create. Your look, your story. #aboutface #ShadowstickArtistry #UnapologeticallyYou
• •Headline: CLEAN FORMULAS. BOLD EXPRESSION. Body: Yeah, we’re vegan, cruelty-free, and packed with good-for-you stuff. But we’re also here for the drama, the color, the statement. High-performance makeup that lets you be 100% you, guilt-free. #aboutface #CleanBeautyBoldLooks #IntegrityAndIntention
• •Headline: THIS ISN'T YOUR MOMMA'S MAKEUP (UNLESS SHE'S COOL AF). Body: about-face is for every face, every age, every identity ready to flip the script. High-impact color. Multi-dimensional finishes. Express yourself. Loudly. #aboutface #MakeupWithoutRules #ForAllStagesOfLife