Brand Tone

Empowering & Inclusive, Problem-Solving & Educational, Conscious & Responsible, Authentic & Relatable, Direct & Informative

Brand Values

• •Inclusivity & Anti-Colorism
• •Clean & Conscious Beauty
• •Transparency
• •Problem-Solution Approach
• •Ethical Practices
• •Empowerment
• •Quality & Efficacy

Best Practices

• •Embrace Inclusivity in Language: Always use language that celebrates diverse Indian skin tones. Avoid terms that imply 'fairness' as superior. Actively use phrases that promote self-acceptance and pride in one's natural complexion.
• •Lead with Problem/Solution: Frame product descriptions and marketing messages around the specific problems Harkoi solves for Indian consumers (e.g., white cast, hyperpigmentation, finding suitable shades).
• •Highlight 'Clean' and 'Conscious' Aspects: Consistently mention the commitment to non-toxic ingredients, ethical sourcing, and cruelty-free practices. Explain what 'consciously formulated' means in simple terms.
• •Maintain Transparency: Be open about ingredients and their benefits. Share the 'why' behind product formulations. If there are limitations or specific usage instructions, communicate them clearly.
• •Use an Empowering and Authentic Voice: Draw from the founder's story and the brand's mission to fight colorism. Speak directly to the customer in a way that is relatable, supportive, and uplifting. Avoid overly technical jargon unless explained.

Social Perception

Positive for Inclusivity, Trusted for Clean Formulations, Seen as Problem-Solving, Growing Awareness, Founder-Driven Narrative

Copy Examples

• •Headline: Celebrate Your Hue. Our Mineral Sunscreen, Made for India. Body: Tired of the ghostly white cast? So were we. Harkoi’s Mineral Matte Sunscreen is designed in 8 shades, especially for Indian skin tones. Finally, sun protection that blends beautifully and lets your true skin shine. Clean, conscious, and confidently you. Call to Action: Find Your Perfect Match.
• •Headline: Beauty That Understands You. Solutions by Harkoi. Body: From tackling hyperpigmentation to banishing sunscreen white-cast, Harkoi creates clean beauty products that address the unique needs of brown skin. We’re fighting colorism, one conscious formulation at a time. Because everyone deserves to feel radiant. Call to Action: Discover Your Solution.
• •Headline: Real Ingredients. Real Results. Real Skin. Body: At Harkoi, transparency isn't just a buzzword. We meticulously research every ingredient, saying no to known toxins and yes to potent, skin-loving actives. See how our consciously formulated products are making a difference for real people, just like you. Call to Action: Explore Our Clean Formulations.
• •Headline: More Than Makeup. It's a Movement. Body: Harkoi was born from a desire to challenge outdated beauty standards. We believe in empowering you to love the skin you're in. Our products are thoughtfully created to enhance, not hide, your natural beauty. Join us in embracing inclusivity. Call to Action: Be Part of the Change.
• •Headline: Consciously Crafted. Ethically Sourced. Uniquely Harkoi. Body: We’re committed to clean beauty that’s kind to your skin and the planet. Our vegan, cruelty-free formulas are developed with safe, effective ingredients and sustainable practices where possible. Experience beauty that aligns with your values. Call to Action: Shop Guilt-Free.