Brand Tone

Passionate, educational, eco-conscious, inspiring, mission-driven, friendly, approachable, authoritative, and trustworthy.

Brand Values

• •Sustainability and Environmental Responsibility
• •Health and Natural Ingredients
• •Transparency and Quality
• •Community and Social Good

Best Practices

• •Lead with the 'Why': Always connect the product back to the core mission. Start with the problem (plastic waste, harsh chemicals) and present Kaylaan as the solution. This reinforces brand values in every message.
• •Use Empowering and Action-Oriented Language: Use words like 'Join us,' 'Make an impact,' 'Choose a better way.' This frames the customer not just as a buyer, but as a partner in the brand's environmental mission.
• •Educate, Don't Just Sell: Use blog posts, social media captions, and email content to share facts about plastic pollution, the benefits of natural ingredients, and the meaning of certifications like B Corp. This builds authority and trust.
• •Maintain a Transparent Voice: Acknowledge customer feedback, both positive and negative. Given the serious nature of the FDA warning, it is critical to openly communicate the steps being taken to resolve the issues and reaffirm the commitment to quality and safety. Hiding from this will erode trust faster than the issue itself.
• •Be Consistent Across All Channels: Whether it's a tweet, a product description, or a blog post, the tone should remain consistent—passionate about sustainability, educational about the benefits, and transparent about the product and practices. The tagline 'Crunch. Brush. Smile.' is a great, simple anchor to use consistently.

Social Perception

Generally positive, appreciated for its eco-friendly mission, zero-waste packaging, product effectiveness, and variety. However, significantly challenged by an FDA Warning Letter regarding manufacturing practices, which contradicts their quality promise and could damage trust. Some minor complaints about aftertaste and child preference also exist.

Copy Examples

• •Your daily routine has power. With over 1.5 billion plastic toothpaste tubes ending up in landfills each year, one small change can make a world of difference. Our zero-waste toothpaste tablets are good for your smile and the Earth. Made with clean ingredients and packed in a recyclable tin. Make the switch. #Kaylaan #ZeroWaste #SustainableLiving #EcoFriendly #SmileMore
• •Clean Teeth. Clear Conscience. Join the 100,000+ plastic tubes saved from landfills. Try our natural, zero-waste toothpaste tablets today. Shop Now & Make an Impact
• •Tired of Plastic Waste? Your Toothpaste is a Great Place to Start. Did you know your toothpaste tube could outlive you by 400 years? Kaylaan offers a better way. Our travel-friendly toothpaste tablets come in delicious flavors, with fluoride and fluoride-free options. Just crunch, brush, and smile, knowing you've made a choice that's better for you and the planet. Learn More
• •A Burst of Freshness, Not a Hint of Plastic. Introducing our new Wild Berry flavor! Get ready for a refreshing clean powered by nature. Like all Kaylaan products, these tablets are vegan, cruelty-free, and made with carefully sourced ingredients to fight plaque and freshen breath. They are packaged in our signature reusable tin, because a healthy planet is just as important as a healthy smile.
• •It's more than just toothpaste. It's a movement. See how your daily choices are helping us build a plastic-free future...