Brand Tone

Empowering, Confident, Professional, Authoritative, Inclusive, Accepting, Caring, Understanding, Authentic, and Real

Brand Values

• •Empowerment: To empower men and women with any skin condition to uncover their potential and feel confident.
• •Inclusivity & Diversity: Providing solutions for all skin types, tones, conditions, and ages.
• •Dermatological Safety & Efficacy: Offering high-performance pigments combined with dermatologist-created standards, ensuring products are safe and effective. This includes being non-comedogenic, allergy-tested, and suitable for sensitive skin.
• •Transformation & Confidence: Helping users transform their appearance to reveal their inner confidence.
• •Authenticity: Celebrating real skin stories and the genuine choice to wear makeup.
• •Cruelty-Free & Ethical Practices: Commitment to being PETA-certified cruelty-free and offering vegan-friendly products.
• •Respect for Skin: A core mission to always respect the skin, including its microbiome.
• •Power of Choice: Supporting an individual's decision to wear makeup or not, without judgment.

Best Practices

• •Lead with Empowerment: Frame product benefits around how they help the user feel confident and in control, rather than solely focusing on "fixing flaws." Emphasize choice.
• •Maintain a Voice of Authority & Trust: Consistently reference dermatologist recommendations, Skin Security Standards™, and the scientific basis of the products, especially when discussing efficacy and safety.
• •Champion Inclusivity Visually and Verbally: Showcase a diverse range of individuals in terms of skin tone, age, gender, and skin concerns in all marketing materials. Use inclusive language that speaks to "all skin."
• •Be Authentic and Relatable: Incorporate real user stories, testimonials, and user-generated content where possible. Speak with empathy and understanding about the challenges of living with skin conditions.
• •Educate and Inform: Provide clear, helpful information about product application, benefits for specific conditions, and the science behind the formulas, positioning the brand as a knowledgeable partner in the user's beauty and skincare journey.

Social Perception

Trusted & Reliable, Life-Changing for Some, High-Coverage Experts, Dermatologist Approved, Inclusive, Shift Towards Skincare Appreciated

Copy Examples

• •Headline: Your Skin, Your Story. Powerful Coverage, Unshakeable Confidence. Body: Dermablend Professional empowers you to choose how you face the world. Our dermatologist-created, high-performance makeup provides flawless coverage for all skin types, tones, and conditions. Because confidence goes beyond the surface. #DermablendPro #PowerOfChoice
• •Headline: Dermatologist Trusted. Real Results. Body: Experience the #1 dermatologist-recommended coverage brand. Our Skin Security Standards™ mean powerful pigments that are gentle enough for even the most sensitive skin. Conceal, correct, and care with Dermablend. #SensitiveSkinSolutions #DermablendSafe
• •Headline: Beyond Coverage. It’s Confidence. Body: From acne scars to vitiligo, tattoos to redness, Dermablend offers transformative coverage that lets your true self shine. Share your #CamoConfession and join a community celebrating the power of makeup. #DermablendTransformation #RealBeauty
• •Headline: New! Balance & Protect Your Skin's Microbiome. Body: Introducing Dermablend Professional Skincare. Our new Prebiotic Cleanser & Moisturizer, formulated with dermatologists to strengthen and balance sensitive skin. Healthy skin, powerful makeup – the perfect duo. #DermablendSkincare #MicrobiomeMagic
• •Headline: Flawless From Head to Toe. Body: Don’t let anything hold you back. Dermablend’s Leg and Body Makeup provides buildable, long-lasting coverage for tattoos, scars, veins, and more. Smudge-resistant. Water-resistant. Confidence-boosting. #DermablendBody #UnstoppableYou