Brand Tone

friendly, approachable, and informative

Brand Values

• •Clean & Conscious
• •Plant-Powered & Nature-Inspired
• •Efficacy & Results-Driven
• •Accessibility & Affordability
• •Customer-Centric & Supportive
• •Sustainability

Best Practices

• •Embrace "Friendly & Informative": Always aim to educate the customer about the benefits and ingredients in a clear, easy-to-understand, and supportive way. Avoid overly technical jargon unless explained simply.
• •Spotlight "Clean & Conscious" Values: Regularly reiterate the commitment to vegan, cruelty-free, and toxin-free formulas. This is a core differentiator and resonates strongly with the target audience.
• •Use Empowering & Positive Language: Frame skincare as a journey to confidence and well-being. Focus on solutions and positive outcomes rather than dwelling on problems.
• •Incorporate Nature-Inspired & "Garden-Given" Vocabulary: Use words that evoke the plant-based nature of the products (e.g., "botanicals," "plant-derived," "nourished by nature," "green goodness").
• •Maintain Authenticity & Approachability: While highlighting scientific backing for efficacy, keep the tone relatable and avoid sounding overly clinical or corporate. The "winking candor" and "clean, green, never mean" mantras are good touchstones.

Social Perception

Positive for gentle & effective skincare, appreciation for clean values, seen as trustworthy & transparent

Copy Examples

• •Kiss breakouts goodbye, gently! 🌿 Our plant-powered Clear Skin Routine is clinically shown to bring calm and clarity, so you can face the world with confidence. Shine on, naturally!
• •Sensitive skin? We get it. That's why our Zen Ultra-Calming Serum is packed with soothing botanicals like cucumber and green tea. It's like a gentle hug for your face, leaving it cool, calm, and collected. #CleanGreenNeverMean
• •Ready for your glow-up? ✨ Our Floralux®-infused Brighten Up, Sunshine Masque feeds your skin the good stuff – antioxidants and nutrients for that radiant, healthy look you’ll love. Because happy skin is beautiful skin!
• •Tired of harsh chemicals? So are we! bioClarity is all about effective skincare made with 100% vegan, cruelty-free, and kind-to-skin ingredients. Discover the power of plants and feel good about what you're putting on your skin.
• •Your skin's daily dose of green goodness! 🥬 Our Restore Gel, with our unique Floralux® from chlorophyll, helps reduce redness and nourish deeply. It's simple, effective, and always vegan. What’s not to love?