Brand Tone

empowering, inclusive, and friendly

Brand Values

• •Inclusivity and Diversity
• •Self-Expression and Authenticity
• •Cruelty-Free
• •Affordability and Quality
• •Empowerment and Confidence
• •Latinx-Inspired

Best Practices

• •Always Emphasize Inclusivity: Use language that welcomes everyone. Highlight diversity in visuals and messaging. Avoid jargon or cultural references that might exclude segments of your audience.
• •Focus on Empowerment: Frame product benefits around how they make the user feel (e.g., confident, bold, authentic) rather than just focusing on features. Use active, uplifting verbs.
• •Maintain a Friendly and Approachable Voice: Use conversational language. Address the audience directly (e.g., "you," "your"). Don't be afraid to use emojis where appropriate to convey warmth.
• •Be Authentic and Transparent: Share the founder's story and brand values consistently. If discussing product features, be clear and honest. Ensure your cruelty-free message is prominent.
• •Encourage Self-Expression: Consistently use taglines like "be bold, be beautiful, be you". Ask questions that prompt users to think about their individuality and how makeup helps them express it. Create a space for community sharing of looks and styles.

Social Perception

Customers generally praise the quality, versatility, and pigmentation of the products, particularly eyeshadows, highlighters, and multi-use sticks like the 3-in-1. Many appreciate the brand's commitment to inclusivity and catering to various skin tones.

Copy Examples

• •Headline: Be Bold. Be Beautiful. Be You. ✨ Body: Your unique beauty deserves to shine. Discover Just Ximena cosmetics – cruelty-free, vibrant, and made for every shade of you. Express yourself, unapologetically. #JustXimena #BeYou (Tone: Empowering, Inclusive)
• •Headline: From Miami Glow to Global Glam! 🌍 Body: Inspired by the diversity of the world, our Cusco palette brings you rich pigments and blendable shades to create looks as unique as your heritage. What story will your makeup tell today? #JustXimenaBeauty #CulturalCelebration #CrueltyFreeMakeup (Tone: Celebratory, Inclusive)
• •Headline: Simplify Your Routine, Amplify Your Confidence. Body: Our 3-in-1 stick is your new best friend! Eyes, lips, cheeks – one stick, endless possibilities. Get that radiant glow in seconds, because you’ve got beautiful things to do. #JustXimena #MultiTaskingMakeup #EffortlessBeauty (Tone: Friendly, Practical)
• •Headline: Beauty That Feels Good, Inside & Out. 💖 Body: At Just Ximena, we believe in beauty that’s kind – to your skin, to animals, and to your spirit. Join our community of confidence and express your authentic self. #JustXimenaValues #CrueltyFreeBeauty #SelfLove (Tone: Warm, Values-Driven)
• •Headline: Unlock Your Inner Artist. 🎨 Body: Don't just wear makeup, create with it! Our vibrant eyeshadows and versatile highlighters are designed to empower your creativity. What masterpiece will you create today? Tag us in your bold looks! #JustXimenaCosmetics #CreativeMakeup #BeBold (Tone: Inspiring, Engaging)