Brand Tone

Professional, educational, and nurturing. It blends expertise with a welcoming and supportive approach, offering both clinical information and empathetic language.

Brand Values

• •Efficacy and Results-Oriented
• •Ethical and Conscious (Vegan & Cruelty-Free)
• •Expertise and Professionalism
• •Empowerment and Self-Care
• •Community and Inclusivity

Best Practices

• •Always leverage the founder's status as a 'Licensed Esthetician' to reinforce authority and trust, using phrases like 'Formulated by estheticians' or 'Expert-approved'.
• •Balance 'nurturing' and 'clinical' language, combining welcoming words like 'Hi Beauty' and 'sanctuary' with clinical terms related to specific skin conditions and treatments.
• •Emphasize core values like 'vegan' and 'cruelty-free' prominently in all communications, highlighting these as key differentiators.
• •Educate, don't just sell. Use various content platforms to offer helpful advice, explain ingredient benefits, and debunk skincare myths, positioning the brand as a go-to resource.
• •Be authentic and relatable by sharing the founder's personal story, showcasing customer testimonials, and using before-and-after photos to build social proof and reinforce effectiveness.

Social Perception

Primarily positive, viewed as a welcoming, knowledgeable, and effective Black-owned business, especially for diverse skin types. However, there are some criticisms regarding appointment management, transparency in pricing, and occasional disruptions during treatments.

Copy Examples

• •Unlock ancient secrets for modern radiance. Our Purple Rice Essence is more than just a toner; it's a centuries-old remedy packed with antioxidants to fight dullness and unveil your inner glow. Formulated by esthetician Emani Mone to be vegan, gentle, and powerfully effective. Are you ready to #BeautyStrike back against tired skin?
• •Your Brooklyn Sanctuary from City Skin. The city is tough on your skin. Pollution, stress, and hormonal changes don't stand a chance. Our signature City Detox Facial, designed by our licensed estheticians, provides deep cleansing and extractions to reset your skin. Book your escape in our Clinton Hill spa.
• •Don't fall for the hype! Your skin deserves expert-backed care. Our Niacinamide Serum Complex helps regulate oil and minimize pores without the damage. #beautystrike #esthiticianapproved #skincaremyths
• •What's the REAL difference between an essence and a toner? Hi Beauty, Confused by the multi-step routines you see online? You're not alone. As skincare experts, we're here to demystify it. A toner balances pH, but an essence (like our fan-favorite Purple Rice Essence) is a concentrated treatment that delivers active ingredients deep into the skin. Think of it as the powerhouse step *after* toning. Learn more on the blog!
• •Skincare is not one-size-fits-all. That's why every Beauty Strike product is vegan, cruelty-free, and formulated by a licensed esthetician to deliver real, corrective results. Your journey to confident skin starts here.