Brand Tone

Nurturing & Caring, Authentic & Transparent, Educational & Informative, Community-Oriented & Inclusive, Respectful & Ethical, Aspirational & Uplifting

Brand Values

• •Health & Wellness
• •Natural & Plant-Based Ingredients
• •Sustainability & Environmental Responsibility
• •Heritage & Tradition
• •Community & Empowerment
• •Integrity & Transparency
• •Quality & Efficacy

Best Practices

• •Emphasize "Health" and "Wellness": Consistently use language that promotes overall well-being, not just surface-level beauty. Talk about nurturing, restoring, and revitalizing.
• •Highlight Natural Ingredients & African Heritage: Regularly mention the plant-based nature of the products, key ingredients like Shea Butter (Okwuma), and the inspiration from African traditions and ethical sourcing.
• •Maintain a Nurturing and Educational Voice: Write as a knowledgeable and caring guide, offering insights into skincare benefits and ingredient origins, empowering customers to make informed choices.
• •Foster a Sense of Community and Connection: Use inclusive language ("we," "our community") and share stories that resonate with shared values of care, ethics, and well-being.
• •Be Authentic and Transparent: Speak honestly about the brand's mission, values, ingredient sourcing, and the journey of the founders. Avoid hype and focus on genuine benefits and stories.

Social Perception

Trusted Source for Natural Skincare, Ethical and Purpose-Driven, Celebration of Black Heritage & Ownership, High-Quality and Luxurious (yet accessible), Community-Focused and Engaging

Copy Examples

• •Headline: Embrace Your Radiance. Naturally. Body: At ILERA Apothecary, we believe true beauty blossoms from wellness. Discover our plant-based skincare, crafted with ancient wisdom and modern science to nourish your skin and nurture your soul. Healthy skin, happy you. Call to Action: Shop asekincare
• •Headline: From the Earth, For Your Skin. Body: Our commitment runs deep – to the Nigerian traditions that inspire us, and to the sustainably sourced ingredients that enrich our formulas. Experience the power of Okwuma (Shea Butter) and other earthly treasures, ethically gathered to bring you skincare that’s as kind to the planet as it is to your skin. Call to Action: Learn Our Story
• •Headline: More Than Skincare, It's a Ritual of Health. Body: ILERA means health. We craft each product with intention, blending the finest botanicals to create moments of self-care that restore and revitalize. Join our community and journey towards holistic well-being, one mindful application at a time. Call to Action: Discover Wellness
• •Headline: Confidence in Every Drop. Body: Feel the difference that pure, potent ingredients make. Our vegan, cruelty-free formulas are designed to bring out your skin’s natural vitality, so you can face the world with confidence. Because when your skin feels good, you feel good. Call to Action: Find Your Glow
• •Headline: Rooted in Heritage, Crafted for You. Body: Inspired by generations of African wisdom and a family legacy in healing, ILERA Apothecary brings you skincare that tells a story. Each batch is handcrafted in Detroit with love, care, and a deep respect for the power of nature. Call to Action: Explore Our Collections