Brand Tone

passionate, educational, and friendly

Brand Values

• •Sustainability & Eco-Consciousness
• •Effectiveness & Potency
• •Clean & Natural Ingredients
• •Innovation
• •Transparency & Community

Best Practices

• •Lead with the "Why": Always connect the product feature (e.g., "waterless") to the core benefit and value (e.g., "more potent ingredients" and "less environmental impact").
• •Use "Revolutionary" yet "Simple" Language: Frame the products as innovative and game-changing, but always explain the process in simple, easy-to-understand terms (e.g., "Just add water").
• •Incorporate "Pow(d)er" Puns: Continue using clever wordplay like "pow(d)er" and "pow(d)erful" to reinforce the product format in a memorable and fun way. This is a unique brand asset.
• •Weave in the Values: Seamlessly mention key values like "plastic-free," "vegan," "NZ Made," and "concentrated" in product descriptions, social posts, and ads to consistently reinforce the brand's identity.
• •Amplify the Customer Voice: Regularly feature customer testimonials and reviews in your copy. Use their words ("I'm a total convert!", "My hairdresser commented on the softness") to build social proof and maintain an authentic, community-focused tone.

Social Perception

trustworthy, innovative, and mission-driven brand

Copy Examples

• •Stop Shipping Water. Start Seeing Results. Did you know your regular shampoo is up to 80% water? We took it out. What's left? Potent, plant-based ingredients that give your hair incredible shine and softness, without the plastic waste. Make the switch to pow(d)erful, planet-friendly hair care.
• •A Little Powder, A Lot of Power. Don't let the size fool you. Our concentrated Powder-to-Foam cleanser is packed with antioxidant-rich New Zealand kiwi and blackcurrant. Just a sprinkle, activated by water in your shower, creates a rich, creamy lather to gently cleanse and polish your skin. One bottle lasts up to 3x longer than a traditional liquid cleanser.
• •You're the Reason We Glow. Every time you choose a waterless routine, you're not just doing wonders for your skin and hair—you're joining a movement. A movement away from single-use plastic and towards a more conscious way of living. Thank you for being part of the revolution!
• •Ready to see some magic? This is our waterless conditioner. Looks different, right? That's because we've said goodbye to water and plastic bottles. Just sprinkle the powder onto your wet hands, rub to create a silky cream, and glide through your hair. It's that simple to get detangled, healthy hair.
• •Your Adventure-Ready Beauty Routine. Spill-proof, lightweight, and TSA-friendly. Our travel minis are designed for life on the go. Get the healthy hair and skin you love, wherever your travels take you. No more bulky bottles, no more mess. Just pure, water-activated goodness.