Brand Tone

Professional, Clinical, and Trustworthy, balanced with an accessible and reassuring voice.

Brand Values

• •Scientific Efficacy and Expertise
• •Safety and Regulation
• •Transparency and "Clean" Formulation
• •Sustainability and Ethical Production
• •Patient-Centric Innovation

Best Practices

• •Always anchor the brand's narrative to Dr. Leah Totton's medical credentials and experience. Use phrases like "Formulated by Dr. Leah," "From our clinic to your home," and "A doctor's approach to skincare" to consistently reinforce authority.
• •Prioritize "Science" and "Safety" in Language: These are the brand's key pillars. Every piece of copy, from product descriptions to social media posts, should include words that convey clinical efficacy and trust, such as "clinically formulated," "dermatologically tested," "proven actives," "safe," and "ethical."
• •Highlight the "Free-From" and "Sustainable" Promise: Consistently mention the "clean" aspects of the products (paraben-free, vegan, cruelty-free, fragrance-free) and the commitment to sustainability (recyclable packaging, Made in UK). This appeals to the conscious consumer and reinforces the brand's ethical stance.
• •Maintain a Professional and Assured Tone: Avoid overly casual slang, emojis, or a humorous tone. The voice should be calm, confident, and educational, mirroring a consultation with a trusted medical professional. This builds and maintains the perception of a high-end, serious brand.
• •Translate Clinical Benefits into Patient Solutions: While the science is the foundation, the copy must also speak to the customer's needs. Frame the benefits around solving patient-inspired problems. For example, instead of just saying "contains hydrating ingredients," say "Delivers 72 hours of hydration to nourish the skin barrier, inspired by our patients' concerns with dryness."

Social Perception

The brand is perceived as highly trustworthy, credible, and effective, linked to Dr. Leah Totton's medical background and advocacy. It is seen as a high-end, premium offering that delivers professional, natural-looking results, justifying its price point as an investment in skin health.

Copy Examples

• •More than a cleanser, this is your first step to clinically proven skin health. Formulated over 7 years by Dr. Leah Totton, our Foaming Cleanser uses powerful natural actives like Jasmine and Aloe Vera to remove impurities while protecting the skin's delicate barrier. It’s science-backed, vegan, and paraben-free skincare for visible results. Because your skin deserves an expert's care.
• •Confidence in your skincare starts with trusting the science behind it. Our founder, Dr. Leah Totton, developed our core collection to bridge the gap between medical efficacy and clean, sustainable ingredients. This is skincare that’s safe, effective, and born from years of patient conversations and clinical experience. Tap to shop the routine your skin can trust. #DrLeahSkincare #ScienceBackedBeauty #ExpertLed
• •Tired of skincare that doesn't deliver? A doctor's solution is here.
• •Scientific. Safe. Sustainable. The core principles behind every product we formulate. Discover the Dr. Leah difference—clinically proven skincare developed by one of the UK's leading cosmetic doctors.
• •Expecting? You don’t have to press pause on powerful skincare. The Dr. Leah Skincare collection is clinically formulated to be effective, yet entirely free from parabens and safe for use during pregnancy. Finally, peace of mind and a radiant glow, all in one bottle. Learn more.