Brand Tone

Nurturing, Authentic, and Grounded

Brand Values

• •Connection with Nature
• •Purity and Simplicity
• •Handcrafted Quality
• •Holistic Well-being
• •Sustainability

Best Practices

• •Lead with Feeling, Follow with Fact: Start with the emotional benefit (e.g., "Find your moment of calm") before listing the features or ingredients (e.g., "made with lavender and chamomile"). Connect the product to a feeling or ritual first.
• •Use Sensory Language: Evoke the senses. Use words like "velvety," "earthy," "soothing," "glowing," and "aromatic" to help the customer imagine the experience of using the product.
• •Tell the Story of the Source: Always tie the products back to "Tierra Madre." Talk about where ingredients come from (e.g., "sun-infused calendula," "mineral-rich mountain clay"). This reinforces authenticity and the core brand value.
• •Speak in a "We" and "You" Dialogue: Use "We" when talking about the brand's process and passion ("We handcraft every bottle"). Use "You" and "Your" when speaking directly to the customer's needs and experience ("Your skin will feel..."). This fosters a sense of community and personal connection.
• •Educate Gently: Share the benefits of natural ingredients in a simple, accessible way. Frame it as sharing wisdom rather than a hard sell. For example, "Did you know Jojoba oil’s structure is incredibly similar to our skin’s own sebum? That's why it absorbs so beautifully, offering moisture without clogging pores."

Social Perception

Customers perceive De Tierra Madre as a trusted, high-quality provider of genuinely natural skincare. They find the products effective, gentle, and the brand's aesthetic calming and aspirational. The brand is seen as personal and approachable, fostering a sense of community.

Copy Examples

• •Return to Earth. Rediscover Your Skin. Simple, potent skincare handcrafted from the purest gifts of nature. Your ritual of self-love awaits.
• •Listen to your skin. It craves simplicity. Our new Sol Radiante Facial Oil is a pure embrace of calendula and jojoba, handcrafted to soothe inflammation and restore your natural glow. It’s more than skincare; it’s a daily promise of nourishment, straight from the Earth to you. Tap to begin your ritual.
• •Press reset on your skin and spirit. Our Tierra Pura mask blends mineral-rich bentonite clay with calming lavender to gently draw out impurities and quiet the mind. As it dries, feel the stresses of your day melt away, revealing a complexion that is clear, soft, and deeply purified. Mix with water to create a velvety paste and treat your skin to the simple, powerful care it deserves.
• •A moment of calm, delivered to your door.
• •Tired of complicated routines and harsh chemicals? Your skin is a reflection of your well-being. At De Tierra Madre, we believe in nurturing it with the gentle power of the Earth. Discover our collection of handcrafted, all-natural skincare—made slowly, with intention. Find the peace your skin has been searching for. Shop our bestsellers now.