Brand Tone

Bold & Edgy, Empowering & Expressive, Authentic & Transparent, Community-Focused, Approachable & Passionate

Brand Values

• •Ethical Practices (Vegan & Cruelty-Free)
• •Self-Expression & Individuality
• •High Quality & Affordability
• •Support for Alternative Culture
• •Australian Owned
• •Environmental Consciousness

Best Practices

• •Embrace the "Sinner" Lexicon: Consistently use brand-specific terms like "Sinners" when referring to customers, and incorporate language that evokes the brand's dark, edgy, and empowering themes (e.g., "unleash," "dare," "wicked," "divine," "shadows," "rebel").
• •Prioritize Ethical Call-Outs: Always highlight "Vegan" and "Cruelty-Free" in product descriptions, social media bios, and relevant posts. This is a core value and a major draw for the target audience.
• •Visual & Verbal Alignment: Ensure that the copywriting style matches the dark, alternative, and bold visual identity of the brand. The language should be as striking and individualistic as the makeup looks featured.
• •Authentic Community Engagement: When interacting on social media or in customer service, maintain the bold yet approachable and passionate tone. Show genuine appreciation for the alternative community and user-generated content. Referencing their Melbourne roots can also add to authenticity.
• •Empowerment Through Expression: Frame product benefits not just around aesthetics, but around the power of self-expression and confidence that the makeup provides. Encourage customers to be "unapologetically themselves."

Social Perception

Positive Reputation within Niche, Trusted for Ethical Standards, Seen as High Quality, Community-Oriented, Appreciation for Aesthetics

Copy Examples

• •Unleash your inner darkness. Introducing [Product Name], a shade so wicked, it’s divine. 100% Vegan. 100% Cruelty-Free. Dare to sin? Shop the link in bio. #DeadlySinsCosmetics #VeganMakeup #GothBeauty #NewShade #ExpressYourself
• •Tired of the mundane? So are we. Deadly Sins Cosmetics crafts high-pigment, cruelty-free makeup for those who walk their own path. From midnight blacks to blood reds, find your signature sin. Shop now and join our legion of Sinners. #AlternativeFashion #CrueltyFreeBeauty #MelbourneMade #GothicStyle
• •Embrace the shadows with 'VOID', our deepest matte black liquid lipstick. A formula so long-lasting and comfortable, it’s almost sinful. Crafted for the bold, the rebels, the beautifully unconventional. Vegan, cruelty-free, and unapologetically you. Get ready to make a statement that echoes.
• •Sinfully Good Deals: Your Favorite Vices Are Now On Sale! 🖤 (Body Snippet): Hey Sinner, Indulge your desires without the guilt. For a limited time, selected potions, pigments, and poisons are marked down. It’s time to stock your altar. Be quick, these temptations won’t last forever.
• •Summoning a look with our 'Lust' palette & 'Salem' lipstick. 🔥 Tag a fellow creature of the night who needs this vibe! All #DeadlySinsCosmetics are #Vegan & #CrueltyFree. #AltMakeup #GRWM #GothTok #MakeupTutorial #SmallBizAustralia