Brand Tone

Authentic, Caring, and Trustworthy.

Brand Values

• •Family
• •Nature
• •Authenticity
• •Efficacy
• •Community

Best Practices

• •Always Lead with the 'Why': Start with the family story, the passion for organic farming, or the desire to solve a problem. The products are the result of this story, not just items on a shelf. This reinforces authenticity.
• •Use 'We' and 'Our Family': Consistently use language that positions the brand as a collective of real people. This maintains the caring, personal tone and avoids sounding like a faceless corporation.
• •Spotlight Customer Stories: Make customer testimonials and reviews a central part of the content strategy. Sharing their words validates the brand's efficacy and builds community trust.
• •Embrace Transparency: Don't be afraid to talk about the process, the ingredients, and the brand's history —including the challenges. This honesty is a core part of the trustworthy perception the brand has built.
• •Keep it Simple and Direct: The brand's tone is not overly scientific or jargon-filled. It's educational but accessible. Explain how the natural ingredients work in a straightforward way that empowers the customer, rather than confusing them.

Social Perception

Highly Positive and Solution-Oriented.

Copy Examples

• •Tired of harsh acne treatments that promise the world and leave your skin feeling worse? We've been there. That’s why our family started growing organic lavender in the Bulgarian countryside. Our Lavender Hydrolina isn't just a product; it's a promise from our fields to your face. Gentle, effective, and 100% natural, it's how thousands in our community have found calmer, clearer skin. Join the family.
• •Soothe the storm. For skin that feels irritated, red, and tired of fighting, our Organic Chamomile Water is a gentle hero. Harvested from our family's certified organic fields, this hydrolina calms and comforts without any harsh chemicals. See why so many have called it their 'lifelong solution' for eczema-prone skin.
• •From Our Family to Yours. We’re the Ralchevas, and we believe nature holds the answer. Starting with just a few lavender fields and a big dream, we now ship our organic solutions across Europe. Real results, honest ingredients, and a story in every bottle.
• •(Video shows hands harvesting herbs) Text: They told us a music teacher and a firefighter couldn't start a skincare brand. -> (Video shows bottling process) Text: But our family believed in the power of the earth. -> (Video shows before/after user photos) Text: Now our organic hydrolinas have helped over 500,000 people. This is the magic of nature. This is InaEssentials.
• •Subject: A Story of Hope (and Stubborn Acne). When we first started distilling our lavender water, we knew it was special. But we never imagined the stories we'd receive—like Ruth's teenage daughter finally getting her confidence back, or Gabriela finding a product gentle enough to use during her pregnancy. Our work isn't about selling cosmetics; it's about delivering results you can feel good about.