Brand Tone

Kind and Caring, Approachable and Inclusive, Trustworthy and Transparent, Positive and Empowering, Informative and Solution-Oriented

Brand Values

• •Clean Beauty
• •Kindness
• •Efficacy and Quality
• •Accessibility
• •Sustainability
• •Inclusivity
• •Self-Care and Confidence

Best Practices

• •Ensure all communication reflects the core 'Hair and Skin Kindness' philosophy.
• •Consistently mention sulfate-free, paraben-free, cruelty-free (Leaping Bunny certified), and vegan aspects where applicable.
• •Explain how the products help and then tie it back to the key beneficial ingredients.
• •Use language that welcomes everyone, avoiding overly technical jargon and keeping the tone positive and relatable.
• •Leverage user-generated content and genuine influencer testimonials, encouraging sharing of real-life hair journeys and self-care moments.

Social Perception

Positive for affordability and effectiveness, appreciation for 'clean' formulation, good for specific hair needs, trusted brand, engaging on social media.

Copy Examples

• •Is daily styling leaving your hair feeling stressed? Show your locks some love! 💖 Our Argan Oil Repairing Collection is packed with 'Hair and Skin Kindness' to mend, hydrate, and bring back that gorgeous shine. Because healthy hair is happy hair. ✨ #HASKBeauty #RepairWithCare #ArganOil #CleanHairCare #CrueltyFreeBeauty
• •Unleash your smoothest, strongest hair yet with our NEW Vegan Keratin Smoothing Conditioner. Crafted with plant-based kindness and free from sulfates, parabens, and silicones. This powerhouse formula tames frizz, fortifies strands, and boosts your hair’s natural radiance. Kind to your hair, kind to the planet. 🌿 #HASKVegan #CleanBeauty #StrongHair #HairAndSkinKindness
• •✨ Your Hair Deserves Kindness (and a Little Treat!) ✨
• •Hair transformation Tuesday! 😍 Tired of frizz & dullness? @HASKBeauty’s Curl Care line brought my curls BACK to life! Sulfate-free, cruelty-free, and smells AMAZING. What’s your HASK go-to? 👇 #HASKCurlCare #CleanBeautyJourney #CurlyHairRoutine #RepairWithCare #Ad
• •HASK: Repair with Care. ✨ Discover our new look, same commitment to Clean Beauty for all hairkind. Experience Hair and Skin Kindness in every bottle. #HASKBeauty #CleanBeauty #SelfCare