Brand Tone

Conscious and Caring, Informative and Empowering, Positive and Uplifting, Approachable and Friendly, Natural and Pure, Playful and Trendy (on TikTok)

Brand Values

• •Clean Beauty
• •Sustainability
• •Cruelty-Free and Vegan
• •High Performance
• •Transparency
• •Conscious Consumption
• •Well-being and Self-Care
• •Balance

Best Practices

• •Prioritize "Clean," "Natural," and "Conscious": Ensure these core concepts are woven into messaging, highlighting toxin-free, plant-based, organic (where applicable), and sustainable aspects.
• •Educate Gently: Share information about ingredients and benefits in an accessible, empowering way, avoiding overly technical jargon unless clearly explained. The goal is to help consumers make informed choices.
• •Maintain a Positive and Uplifting Voice: Focus on the joy of self-care, the beauty of nature, and the positive impact of making conscious choices. Even when addressing skin concerns, the tone should be hopeful and supportive.
• •Emphasize Gentleness and Care: Whether talking about product formulations or the brand's impact on the planet and animals, the language should reflect kindness, respect, and nurturing.
• •Be Authentic and Transparent: Back up claims with facts (like the EWG verification). Communicate openly about the brand's journey and values, fostering trust with the audience. Use "we" to create a sense of community and shared values.

Social Perception

Care Natural Beauty is perceived as a trustworthy Brazilian brand dedicated to clean, natural, and sustainable products. The use of natural ingredients and the brand's ethical stances (cruelty-free, vegan) are well-received. Products are often praised for their gentleness, effectiveness in hydration, and pleasant sensory experience. The EWG VERIFIED™ certification adds to its credibility as a safe and transparent brand. The brand is seen as a key player in the "High Clean Beauty" segment in Brazil.

Copy Examples

• •Headline: Your Skin, Naturally Radiant. Our Planet, Naturally Respected. Body: Discover CARE Natural Beauty. We blend the purest gifts of nature with cutting-edge science to bring you skincare and makeup that’s as kind to your skin as it is to the Earth. 100% toxin-free, vegan, and cruelty-free. Because true beauty cares.
• •Headline: Embrace Your Glow, Guilt-Free. Body: Why choose between effective beauty and conscious living? With CARE, you get both. Our high-performance formulas are packed with organic actives and housed in sustainable packaging. Nurture your skin, honor the planet.
• •Headline: The Secret to Healthy Skin? No Secrets. Body: At CARE Natural Beauty, transparency is key. We proudly share our EWG VERIFIED™ formulations, so you know exactly what you’re putting on your skin. Pure ingredients, powerful results. That's our promise.
• •Headline: More Than Makeup. It's Self-Care. Body: Elevate your routine with beauty that feels as good as it looks. From our hydrating serums to our vibrant, natural makeup, each CARE product is a loving ritual for your skin and soul. Find your balance, find your beauty.
• •Headline: Join the Clean Beauty Revolution. Body: CARE Natural Beauty is pioneering "High Clean Beauty" in Brazil. Experience the difference of toxin-free, plant-powered skincare and makeup designed for visible results and a healthier you. Make the conscious choice today.