Brand Tone

Approachable & Friendly, Playful & Fun, Empowering & Confident, Helpful & Informative, Trendy & Innovative

Brand Values

• •Effortless Beauty
• •Good-for-You Ingredients/Clean Beauty
• •Accessibility & Affordability
• •Innovation (Rooted in Korean Skincare)
• •Community & Customer Connection
• •Fun & Joyful Experience

Best Practices

• •Keep it Conversational and Friendly: Use "you" and "we" to create a direct connection. Avoid overly technical jargon unless explaining a specific benefit clearly.
• •Emphasize Ease and Simplicity: Highlight how products save time or simplify routines. Use words like "effortless," "easy," "quick," "simple."
• •Inject Playfulness and Fun: Don't be afraid to use lighthearted language, emojis (where appropriate for the platform), and an enthusiastic tone. Beauty should feel joyful.
• •Focus on Empowerment and Confidence: Use encouraging language that makes the customer feel good about themselves and their ability to use the products successfully (e.g., "You got this!,", "Perfectly you").
• •Be Authentic and Transparent: When discussing ingredients or benefits (like "clean" or "Korean-inspired"), be clear and honest. Acknowledge the brand's journey and values.

Social Perception

Product-Focused, Mixed Customer Service Experience, Appreciation for "Clean" and Cruelty-Free Aspects, Evolving Brand Identity, Strong Online Presence, Especially TikTok and Amazon

Copy Examples

• •Headline: Tired of complicated routines? Hello, easy glow! Body: Our Eyeshadow 101 stick is your 30-second secret to fabulous. Swipe, blend, and go – because beauty should be fun, not a fuss! #JulepEasyBeauty
• •Headline: Your Skin Deserves a Drink! (And a Treat!) Body: Inspired by Korean skincare secrets, our products are packed with good-for-you ingredients that make your skin feel as amazing as it looks. Effortless, effective, and always kind. #KoreanSkincareSimplified
• •Headline: Who says basics have to be boring? Body: We’re redefining your everyday essentials. Think bold color, innovative formulas, and that “OMG, where did you get that?” factor. Get ready to play! #JulepPlayfulBeauty
• •Headline: Flawless. Fearless. Fun. That’s the Julep way. Body: From stay-all-day makeup to nail colors that let your nails breathe, we create beauty that works with you, not against you. Go on, brave pretty! #FeelGoodBeauty
• •Headline: Cruelty-Free Color That Pops! Body: Get vibrant looks you love, made with ingredients you can trust. Leaping Bunny Certified means we’re committed to beauty that’s kind to your skin and our furry friends. #CleanBeautyThatWorks