Brand Tone

Ethical & Conscious, Empowering & Supportive, Approachable & Informative, Passionate & Optimistic, Pragmatic

Brand Values

• •Sustainability
• •Ethical Practices
• •Empowerment
• •Conscious Consumerism
• •Quality & Efficacy
• •Inclusivity & Community
• •Education

Best Practices

• •Lead with Values: Always connect product benefits back to the core values of sustainability, ethical sourcing, and empowerment. Ensure the 'why' behind the product is as prominent as the 'what.'
• •Speak with Passion and Authenticity: Use language that reflects genuine enthusiasm for the products and the positive impact of choosing them. Avoid corporate jargon; aim for a tone that is relatable and trustworthy, like a knowledgeable friend.
• •Educate and Empower, Don't Preach: Provide clear, concise information about ingredients, sourcing, and brand stories in an accessible way. Focus on empowering consumers to make informed choices rather than making them feel guilty. The 'progress, not perfection' ethos should come through.
• •Spotlight the Storytellers: Regularly feature the founders (especially female founders) and the unique stories behind the brands. This humanizes the products and reinforces the community aspect of the store.
• •Maintain an Optimistic and Encouraging Voice: While acknowledging the challenges in the beauty industry, keep the overall tone hopeful and focused on the positive changes consumers and brands can make together. Celebrate small wins and the collective journey.

Social Perception

Trusted Retailer, Champion of Small & Ethical Brands, Advocate for Female Founders, Purpose-Driven, Informative and Helpful

Copy Examples

• •Headline: Discover Your Next Holy Grail: Beauty That’s Kind to Your Skin & the Planet. Body: At Counter Culture Store, we believe you shouldn’t have to choose between effective beauty and ethical values. Explore our curated collection of sustainable skincare, haircare, and wellness goodies from passionate independent brands. Make #JustOneSwitch today and feel the difference. Call to Action: Shop Guilt-Free Beauty
• •Headline: Empowering Women, One Amazing Brand at a Time. Body: Did you know that 95% of the brands we stock are female-founded? We’re passionate about championing the incredible women shaking up the beauty industry with innovative, sustainable products. Support their vision and discover your new favorite. Call to Action: Meet Our Female Founders
• •Headline: Progress, Not Perfection: Your Journey to Sustainable Beauty Starts Here. Body: Feeling overwhelmed by 'going green'? We get it. That’s why we’ve made it simple to find beauty and wellness products that align with your values. From vegan to zero-waste, every product on Counter Culture Store is a step towards a more beautiful and sustainable world. Call to Action: Explore Ethical Swaps
• •Headline: Beyond the Label: Beauty You Can Trust. Body: We do the homework so you don't have to. Each brand on Counter Culture Store is carefully vetted for its commitment to ethical sourcing, cruelty-free practices, and sustainable impact. Because what goes on your body (and into the environment) matters. Call to Action: Learn Our Standards
• •Headline: Unwrap Wellness: Gifts That Give Back. Body: Looking for a thoughtful gift that aligns with conscious values? Our selection of wellness and beauty sets from ethical brands makes it easy to share the love – for them and the planet. Perfect for any occasion, or just because. Call to Action: Shop Sustainable Gifts