Brand Tone

Calmly confident, educational, minimalist, approachable, gentle, informative, transparent, and aspirational.

Brand Values

• •Simplicity
• •Efficacy
• •Gentleness
• •Transparency
• •Vegan & Cruelty-Free

Best Practices

• •Use a "Calm & Confident" Lexicon: Prioritize words like gentle, effective, simple, calm, soft, hydrated, soothe, balance, ritual. Avoid overly energetic or aggressive sales words like hurry, last chance, powerful, intense, revolutionary.
• •Lead with the Benefit, Support with the Ingredient: Structure descriptions to first state the positive outcome for the user ("Achieve a dewy glow...") and then explain how ("...with our Vitamin C complex."). This makes the science feel accessible and results-oriented.
• •Embrace Simplicity in Structure: Keep sentences clear and concise. Use white space (line breaks) in captions and descriptions to create a feeling of minimalism and readability that mirrors the brand's visual identity.
• •Speak of Skincare as Self-Care: Frame the use of products not as a chore, but as a mindful practice or a "ritual." This reinforces the aspirational and relaxing values of the brand.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the clean, soft, and minimalist aesthetic of the visuals. If the image is calm and serene, the copy should be too. Consistency across all touchpoints is key.

Social Perception

Premium, trustworthy, aesthetically pleasing indie brand, reliable choice for sensitive and dry skin, associated with self-care, relaxation, and achieving a "glass skin" or dewy look. Minimalist packaging is highly praised and contributes to a perception of luxury and quality.

Copy Examples

• •Soft, hydrated skin is simpler than you think. Our Dewdrop Serum is a quiet moment of self-care, packed with hyaluronic acid to drench your skin in lasting moisture. Gentle, vegan, and effective. Your daily ritual awaits. #CloudeSkincare #Hydration #MinimalistSkincare
• •Your Skin, But Softer. Discover uncomplicated skincare routines that deliver gentle, visible results. Vegan formulas for a calm, hydrated complexion.
• •A moment of calm for your skin | Inside: Our bestsellers
• •The cleanser your sensitive skin has been dreaming of. ✨ #SkincareRoutine #GentleCleanser #ASMRskincare
• •Press pause on irritation. The Tranquility Mask is your 15-minute escape to serene skin. Formulated with colloidal oatmeal and centella asiatica, this creamy treatment calms redness and restores your skin's delicate balance. It's the perfect remedy for days when your skin needs a little extra love and peace.