Brand Tone

inclusive, empowering, gentle, playful, and modern

Brand Values

• •Inclusivity (Beauty Beyond the Binary)
• •Self-Acceptance and Authenticity
• •Gentle and Effective Skincare
• •Clean and Conscious Beauty
• •Community and Cultural Impact

Best Practices

• •Prioritize Inclusive Language: Always use gender-inclusive terms. Avoid language that reinforces traditional gender stereotypes. Focus on 'all people,' 'everyone,' and terms that celebrate diversity.
• •Lead with Positivity and Empowerment: Frame messages to uplift and affirm. Focus on self-acceptance, authenticity, and the joy of self-care rather than problems or insecurities.
• •Maintain Authenticity: Be transparent about ingredients, brand mission, and values. Share the founder's story and the 'why' behind the brand to build genuine connections.
• •Keep it Gentle and Kind: Reflect the product philosophy in the language. Use soft, reassuring, and welcoming words. Avoid harsh or overly clinical terminology.
• •Engage and Celebrate Community: Actively interact with your audience on social media. Feature diverse voices and stories. Reinforce the message that good light is a community and a shared journey.

Social Perception

positive, appreciative of inclusivity, high-quality and aesthetic packaging, authentic founder story, and growing brand awareness

Copy Examples

• •Headline: Step Into Your Light. ✨ Body: good light is beauty beyond the binary. Gentle, effective, K-beauty inspired skincare for every human. Because your truest self is your most radiant. #BeautyBeyondTheBinary #goodlight
• •Headline: Your Skin, Celebrated. Body: Tired of skincare that doesn't get you? Our Cosmic Dew Water Cleanser gently melts away impurities while our Moon Glow Milky Toning Lotion hydrates and soothes. Kind to your skin, kind to the planet. Vegan & Cruelty-Free. Shop your glow at goodlight.world.
• •Headline: More Than Just Skincare. It's a Movement. Body: We're dismantling outdated beauty norms, one gentle product at a time. Join the good light family and embrace beauty that includes everyone. #InclusiveBeauty #SelfLove #goodlightworld
• •Headline: Meet the Moth. Embrace Your Evolution. Body: Like the moth, drawn to the light even in darkness, we believe in your power to shine. Our We Come In Peace Microbiome Serum calms and protects, helping your authentic beauty emerge. #ShineWithPride #goodlight
• •Headline: Clean Formulas, Inclusive Glow. Body: At good light, 'clean' means EU-approved, vegan, and always cruelty-free. Experience skincare that’s as good for your conscience as it is for your complexion. Effective for all, made for you.