Brand Tone

Empowering, Professional, and Aspirational

Brand Values

• •Inclusivity
• •Quality & Performance
• •Empowerment through Education
• •Authenticity & Heritage
• •Customer Connection

Best Practices

• •Lead with Empowerment: Every piece of copy, from a tweet to a product description, should aim to make the reader feel confident, seen, and powerful. Use strong, active verbs and positive framing.
• •Anchor in Authenticity: Regularly weave the founder's story and the "why" behind the brand into your messaging. This builds an emotional connection that transcends product features. Mentioning Jacque's journey or the brand's Zimbabwean roots reinforces its unique identity.
• •Highlight "Pro-Grade" Performance: Consistently use terms like "professional-grade," "high-performance," "long-lasting," and "flawless finish." Back these claims up by referencing specific product benefits found in customer reviews, such as being lightweight, transfer-proof, or great for oily skin.
• •Champion Inclusivity Visually and Verbally: Ensure that the language is always inclusive ("for every woman," "all skin tones"). This must be paired with visuals (photos and videos) that genuinely reflect a diverse range of ethnicities, ages, and skin types.
• •Balance Aspiration with Education: While the tone is aspirational and linked to Hollywood glamour, it must also be accessible. Offer practical advice, tutorials, and educational content that demystifies professional techniques and helps customers get the most out of their products, fulfilling the brand's educational mission.

Social Perception

The brand is perceived as a high-quality, trustworthy, and mission-driven company. Customers view it as a solution for a long-standing problem: finding high-performance makeup, especially foundation, that perfectly matches diverse skin tones. The founder's story resonates with consumers, adding a layer of authenticity and inspiration that builds a strong connection. Reviews are overwhelmingly positive, with specific praise for product effectiveness, such as the foundation's coverage and transfer resistance. It is seen as a smaller, lesser-known brand compared to giants like Fenty Beauty but competes on quality and its specific focus.

Copy Examples

• •Your Skin, But Better. Our Everything Foundation isn’t just about coverage; it’s about confidence. Formulated by a pro for a flawless, lightweight finish that lasts from your morning meeting to your evening out. Find your perfect match and let your radiance shine. #JacqueMgido #ProGradeBeauty #FoundationForAll
• •Subject: Tired of Foundations That Don't Match? We Were Too. Body Intro: We believe every woman deserves to find her perfect shade without compromise. Jacque Mgido created our award-winning foundation range after years of working in Hollywood and seeing the beauty industry fail women of color. Discover the difference a pro-grade, inclusive formula can make.
• •Bold Color. Weightless Feel. Command the room without saying a word. Our Velvet Matte Lipstick delivers intensely pigmented, one-swipe color with a comfortable, non-drying formula that stays put. From boardroom-ready nudes to show-stopping reds, empower your pout with a lipstick that feels as good as it looks. Fragrance-free and allergy-tested.
• •The Hollywood Secret for Flawless Skin is Out. Created by celebrity MUA Jacque Mgido, our cosmetics are designed to perform under pressure. Experience the full-coverage, transfer-proof finish of our Everything Foundation, loved by customers for its blendable, breathable formula. Ready for your close-up? Shop now for a 100% color match guarantee.
• •From Zimbabwe to Hollywood. Beauty for the World. One woman's dream to create a truly inclusive, professional-quality makeup line is now a reality. We're more than makeup; we're a celebration of every woman's beauty. Discover our story and find your power.