Brand Tone

Informative, Trustworthy, and Aspirational

Brand Values

• •Natural & Organic
• •Science & Studies
• •Environment & Sustainability
• •Nature & Mindfulness
• •Giving Back

Best Practices

• •Always Bridge Nature and Science: Never mention one without the other. If you talk about a natural ingredient like lingonberry, mention its scientifically-proven antioxidant properties. If you discuss a product's clinical tests, frame it with the purity of its natural origins. This dual focus is your unique selling proposition.
• •Use the "Expert Founder" Voice: Leverage the credibility of your founders. Start sentences with phrases like, "Our pharmacist, Sara, recommends..." or "Based on the latest research..." This builds immediate trust and authority that generic retailers lack.
• •Speak in Benefits, Not Just Features: Instead of just saying a product "contains Vitamin C," explain what that means for the customer: "fights free radicals for a brighter, more even skin tone." Connect every ingredient and feature to a tangible, desirable outcome for the user.
• •Incorporate "Mindfulness" and "Well-being" Language: Use words that evoke a sense of calm, care, and ritual. Phrases like "your daily moment of peace," "a mindful routine," and "nurture your skin and soul" elevate the products from simple cosmetics to tools for self-care.
• •Maintain a Clean and Premium Aesthetic: Your language should be as clean and high-quality as your product ingredients and packaging. Avoid slang, overly casual language, or aggressive sales tactics. The tone should always be helpful, informative, and inspiring, reflecting the premium, conscious nature of the brand.

Social Perception

Niche, Trusted, and High-Quality

Copy Examples

• •Headline: Science, bottled. Nature, perfected. Body: Why choose between efficacy and purity? Our co-founder, a PhD in Pharmaceutical Science, ensures every product we carry is backed by research. This Blemish Clearing Serum uses natural willow bark extract and fruit acids to give you a clear, radiant complexion—the way nature intended. Tap to explore skincare that works, consciously. #FacingNature #ScienceOfSkincare #OrganicBeauty
• •Headline: Your skin is a living ecosystem. Nurture it. Body: You wouldn't put harmful chemicals in your body, so why put them on your skin? At Facing Nature, we curate the best in organic, vegan, and cruelty-free skincare. From Nordic luxury to edible-grade ingredients, find the perfect routine for your skin's needs. Shop with a clear conscience. #EthicalBeauty #VeganSkincare #ConsciousLiving
• •Headline: Your Weekend Dose of Calm + A Gift For You Body: Hi [Name], In a world that's always "on," finding a moment of peace is a luxury. We believe your skincare routine should be a mindful ritual, not a chore. This week on the blog, our co-founder Niklas shares his tips for connecting with nature to reduce stress. To help you start, here's free shipping on your next order over 299kr. Bring the calm of nature home. #Mindfulness #NaturalWellness #FacingNature
• •Headline: Deep Hydration, Backed by Science. Body: Tired of creams that feel heavy but don't deliver? The Edible Beauty No. 3 Exotic Goddess Ageless Serum is so pure, its ingredients are literally edible. Packed with hyaluronic acid and wild-foraged botanicals, it provides clinically proven hydration without a single synthetic ingredient. This isn't just a moisturizer; it's nourishment for your skin. Vegan, cruelty-free, and sustainably packaged.
• •Headline: Natural Ingredients. Scientific Results. Body: We unite the power of nature with pharmaceutical expertise to bring you skincare that is both pure and proven. Shop our curated collection of organic, vegan, and sustainable brands.