Brand Tone

empowering, educational, and scientific

Brand Values

• •Inclusivity and Empowerment
• •Transparency
• •Essentialism
• •Accessibility
• •Ethical Practices

Best Practices

• •Lead with Empowerment: All copy should celebrate and empower the customer's natural skin, avoiding language that suggests 'fixing' or 'correcting' inherent skin tone.
• •Balance Science with Simplicity: While science-backed, language should remain accessible, explaining complex ingredient benefits clearly and straightforwardly.
• •Champion "Essentialism": Consistently use the term "Essentialism" to differentiate from "minimalism," framing products as rich, nourishing, and holistic, providing a complete skincare experience.
• •Maintain Transparency in All Communications: Be open and direct in addressing customer questions or feedback, communicating clearly and honestly to build trust, aligning with the core value of upfront communication.
• •Use Visuals that Reflect the Brand's Ethos: Ensure all imagery features diverse ranges of Asian and melanated skin tones in natural, flattering light, reinforcing messages of inclusivity and authentic beauty.

Social Perception

Positive, especially among users seeking effective, ingredient-focused skincare, appreciated for its well-formulated products and empowering mission to cater to melanated skin. While customer reviews are strong, independent media presence is still growing.

Copy Examples

• •Your skin, illuminated. Our C+ Radiance Serum isn't about changing your tone, it's about celebrating it. Packed with stable Vitamin C and antioxidants, it’s scientifically formulated to brighten, protect, and empower your natural glow. Embrace your radiance. #Elume #SkincareForMelanin #RadianceEmpowered
• •Skincare that speaks your language. No confusing terms, no hidden ingredients. At Elume, we believe in radical transparency because confident choices lead to confident skin. Explore our formulations and understand exactly what you're giving your skin. #ElumeEthos #TransparentBeauty
• •Overwhelmed by skincare? Let's make it simple. Elume is designed for the unique needs of Asian skin in a fast-paced world. Our 'Essentialism' approach means giving your skin everything it needs, and nothing it doesn't. Start your journey to nourished, healthy skin today with our Pore Refining Serum. #FussFreeSkincare #ElumeEssentials
• •Let your skin repair while you rest. Our Revitalizing Night Stay Mask is a rich, wholesome treat that works overnight to combat daily stressors. Infused with Ashwagandha and Alpha-Arbutin, you'll wake up to hydrated, restored, and resilient skin. It's not magic, it's skincare backed by science. #Elume #OvernightRestore #Essentialism
• •Your glow should never come at the cost of kindness. We are proud to be 100% cruelty-free, always. Empowering your skin and protecting our furry friends is at the heart of everything we do. #ElumeValues #CrueltyFreeSkincare #PETAapproved