Brand Tone

Sophisticated, Conscious, and Empowering.

Brand Values

• •Quality and Performance
• •Simplicity and Integrity
• •Empowerment and Self-Care
• •Sustainability
• •Diversity

Best Practices

• •Lead with "Why": Always start with the purpose behind a product or recommendation. Instead of just saying "This shampoo is great," explain *why* it was chosen: "We chose this shampoo for its ethically sourced ingredients and its proven ability to calm sensitive scalps."
• •Use Empowering Language: Frame content around empowering the customer. Use phrases like "Make a conscious choice," "Discover what works for you," and "Your hair, your rules."
• •Maintain a Sophisticated Vocabulary: Use words that reflect the brand's premium positioning, such as "curated," "ritual," "efficacious," "bespoke," and "conscious," while remaining clear and understandable.
• •Balance Simplicity and Education: While the products are professional-grade, the explanation should be simple and benefit-driven. Explain a complex ingredient's function in a single, relatable sentence.
• •Champion Your Values in Every Post: Whether it's a product feature or a simple lifestyle image, connect it back to a core value. A picture of a forest can be tied to the natural ingredients (Sustainability). A customer review can be linked to building a trusted community (Integrity). This ensures every piece of content reinforces the brand identity.

Social Perception

Trusted Curator of Premium, Effective Haircare.

Copy Examples

• •(Instagram Post - Featuring a Davines Product): Your hair is a story. Let us help you tell a beautiful one. We've curated the Davines OI All In One Milk not just for its ability to soften and detangle, but for its commitment to sustainable beauty. This is haircare with a conscience. Tap to explore.
• •(Facebook Ad - Targeting Eco-Conscious Consumers): Great hair shouldn't cost the Earth. At Hinoki, we hand-pick brands that share our passion for the planet. From ingredient-driven formulas to recycled packaging, every choice is a conscious one. Discover haircare that cares back.
• •(Website Banner - Highlighting Self-Care): Beyond the Bottle: Transform your routine into a ritual. Our curated collection is designed to nourish from the roots up, making space for moments of true self-care. Because it all starts with you.
• •(TikTok Video Script - Quick Tip): (Video shows someone applying K-18 leave-in mask) Voiceover: Stop rinsing away your treatment. The K-18 Leave-In Molecular Repair Mask works its magic on damp, towel-dried hair. No rinse needed. Just powerful, lasting repair. Curated by Hinoki for hair that feels as good as it looks.
• •(Email Newsletter Subject Line): Inside: The Secret to Salon-Grade Hair at Home Body: Tired of guesswork? The Hinoki curation process removes the noise, bringing you only the most effective, ingredient-focused haircare. This week, we're spotlighting our founder's top picks for tackling dryness and restoring shine...