Brand Tone

empowering, joyful, and friendly

Brand Values

• •Ethical production (Cruelty-free, toxic-free, harmful gels free)
• •Inclusivity and Heritage (Made by Two Latinas for everyone)
• •Self-expression and Confidence
• •Quality and Trust

Best Practices

• •Lead with Joy and Empowerment: Every piece of copy, from a tweet to a product description, should start from a place of positivity and empowerment. Use active, vibrant words that inspire confidence and happiness.
• •Always Weave in Your Values: Don't just place "cruelty-free" on the packaging. Talk about why it matters. Connect your ethical standards (cruelty-free, non-toxic) to the larger message of self-care and respect for oneself and the world.
• •Celebrate Your Heritage: The "Made by Two Latinas for everyone" story is a powerful differentiator. This narrative should be a consistent thread in your brand storytelling to build connection and authenticity.
• •Use "You-Centric" Language: Frame your copy around the customer. Instead of "Our polishes are vibrant," try "Express your vibrancy with our polishes." This makes the message personal and directly addresses the customer's desire for self-expression.
• •Maintain a Friendly, Accessible Voice: Avoid corporate or overly formal language. Write as if you're talking to a friend—use emojis where appropriate (social media, email), ask questions, and create a dialogue that feels warm and inclusive.

Social Perception

The brand aims to be perceived as a vibrant, ethical, and inclusive indie beauty brand, specifically targeting consumers who value Latina-owned businesses, cruelty-free products, and messages of empowerment. Due to a limited online presence, the current public social perception is negligible, relying solely on its self-portrayal.

Copy Examples

• •Why choose one color when you can wear the whole rainbow? Our polishes aren't just made with non-toxic, cruelty-free ingredients; they're made with joy. Express every shade of you. #BloomJoyBeauty #NailsForEveryone #LatinaOwned
• •Colors with Conscience. Beauty with Soul. Founded by two Latinas, our vibrant, cruelty-free polishes are made for everyone to express themselves freely. Shine on, with pride.
• •Get ready to paint your world with joy! Introducing the 'Deep Soul' collection: three new shades designed to make you feel bold, confident, and unapologetically you. As always, made in the US, 100% vegan, and free of all the bad stuff. Because you deserve to bloom.
• •Celebrate the beauty of diversity right at your fingertips. This kit is a party of six unique, vibrant colors, created to remind you to live loud and paint your own story. Each long-lasting, high-shine polish is toxic-free, cruelty-free, and prejudice-free. Made by us, for all of you.
• •Be Yourself. Let Your Nails Talk. At BLOOM JOY BEAUTY, we believe self-expression is a human right. That's why we created a line of joyful, non-toxic nail polishes to help you show off your unique sparkle. Join our community of color lovers and shine with us!