Brand Tone

Conscious & Ethical, Inclusive & Empowering, Authentic & Relatable, Vibrant & Creative, Informative & Caring

Brand Values

• •Clean & Healthy Beauty
• •Sustainability
• •Inclusivity & Representation
• •Ethical Practices
• •Community & Giving Back
• •Self-Expression & Joy

Best Practices

• •Lead with Values: Always weave in key brand values like 'non-toxic,' 'vegan,' 'cruelty-free,' 'sustainable,' and 'inclusive' naturally within the copy. This reinforces what the brand stands for.
• •Embrace 'Colorful People': Use language that is vibrant, joyful, and celebratory of diversity. Ensure imagery and descriptions cater to a wide range of skin tones and styles.
• •Be Authentically You (Aja's Voice): Channel the founder's passion and personal story. Use a warm, friendly, and slightly educational tone – like sharing a beauty secret with a trusted friend. The 'supportive + non-toxic' friend analogy from TikTok is a great touchstone.
• •Highlight the 'Why': Don't just state features (e.g., 'bamboo cap'); explain the benefit or reason (e.g., 'sustainable bamboo cap to minimize plastic use'). This educates the consumer and showcases thoughtfulness.
• •Maintain an Empowering & Positive Voice: Focus on the positive impact of clean beauty – feeling good, self-expression, health, and contributing to a better world. Avoid fear-mongering about toxins; instead, celebrate the clean alternatives.

Social Perception

An Ethical Leader, High Quality & Effective, Inclusive and Representative, Mission-Driven & Trustworthy, Aspirational yet Accessible

Copy Examples

• •Instagram Post (New Nail Polish Shade): Meet [Shade Name]! 💅✨ A vibrant new hue that’s as kind to your nails as it is to the planet. Our 10-toxin-free, vegan, and cruelty-free formula glides on smooth for a flawless finish. Plus, every bottle features our signature sustainable bamboo cap. Because beauty shouldn’t cost the Earth. #HabitCosmetics #CleanBeauty #SustainableStyle #VeganNailPolish #[ShadeName]
• •Website Product Description (Multi-Use Color Stick): Simplify your routine, amplify your glow! Our Organic Multi-Use Color Stick in [Shade Name] is your go-to for a pop of healthy color on lips, cheeks, and eyes. Packed with nourishing botanicals and made with love (never toxins!), it’s makeup that cares for your skin. Ethically sourced, sustainably packaged, and designed for every beautiful shade of you. #HabitBeauty #OrganicMakeup #MultiTaskingBeauty #InclusiveBeauty
• •Email Newsletter Subject: ✨ Feel Good Beauty is Here to Stay ✨ Hey [Customer Name], At Habit, we believe your makeup should be like your best friends: supportive, non-toxic, and always making you feel amazing! Discover our latest collection of vibrant, clean essentials – from nail polishes that strengthen to multi-use colors that nourish. Plus, feel great knowing every purchase gives back to our planet and community. Shine bright, live clean. [Link to New Collection] #ConsciousBeauty #HabitCosmetics #BeautyWithBenefits
• •TikTok Video Concept Script (Quick Tip): (Upbeat, friendly music. Founder or influencer smiling) Quick tip for a healthy glow that lasts! 🌱 Our Bright Lights Highlighter isn't just pretty – it's packed with skin-loving organic ingredients. Non-toxic, vegan, and always cruelty-free. Swipe on for instant radiance and feel good knowing it's beauty you can trust! ✨ #HabitCosmetics #CleanBeautyTips #NonToxicMakeup #VeganGlow #SupportiveFriends (Text overlay: 'Makeup like your friends: supportive + non-toxic')
• •Facebook Ad (Brand Story Focus): Tired of compromising between clean ingredients and vibrant color? So were we. Habit Cosmetics was born from a desire for inclusive, non-toxic beauty that truly performs. Founded by Aja Frierson, we’re committed to sustainable packaging, cruelty-free formulas, and colors that celebrate everyone. Join the Habit movement. Shop clean, live colorfully. [Link to About Us/Shop Now] #HabitCosmetics #BlackOwnedBeauty #CleanBeautyRevolution #SustainableLuxury