Brand Tone

Aspirational yet accessible, ethical, informative, and friendly. Bold and innovative.

Brand Values

• •Ethical Practices
• •Sustainability
• •Transparency
• •Quality & High Performance
• •Inclusivity
• •Giving Back
• •Innovation

Best Practices

• •Lead with Ethics, Follow with Efficacy: Always weave in the core ethical values (vegan, cruelty-free, B Corp, sustainability) but ensure the copy also clearly communicates the product's performance and benefits for the user.
• •Maintain Transparency: Be open and honest in your communication. If addressing ingredient sourcing, manufacturing, or even challenges (handled appropriately), directness builds trust. Reference certifications and ethical choices clearly.
• •Use Aspirational yet Accessible Language: The tone should inspire a better standard of beauty but remain relatable and friendly. Avoid overly exclusive or technical jargon unless explained simply. The message is about 'practical beauty' and 'self-care.'
• •Embrace Storytelling: Share the 'why' behind the brand and products. The story of Anna Ross's inspiration, the meaning behind the name, and the journey towards ethical production resonates with conscious consumers.
• •Keep it Positive and Empowering: Focus on the positive impact of choosing Kester Black – for the individual, animals, and the planet. The language should make customers feel good about their purchase and their part in a larger movement.

Social Perception

Largely perceived as a pioneering ethical beauty brand. Customers and media have praised its strong commitment to cruelty-free, vegan, and sustainable practices, particularly its B Corp certification.

Copy Examples

• •Meet your skin's new best friend. Thoughtfully formulated with sustainably sourced, science-backed ingredients, our [Product Name] delivers visible results without compromise. Because practical beauty should also be powerful. #KesterBlack #EthicalSkincare #CleanBeauty
• •More than just makeup. It's a commitment. To vegan ingredients. To cruelty-free practices. To a happier planet. Every Kester Black product is a small step towards a more beautiful and ethical world. Join us. #BCorp #CarbonNeutral #ConsciousBeauty
• •Effortless impact. Our [Lipstick/Mascara Name] delivers vibrant, long-lasting color that keeps up with your day. Made with love in Europe, because you deserve beauty that feels as good as it looks. #KesterBlackMakeup #SustainableStyle #VeganCosmetics
• •Slide 1: (Image: Lush natural scene) 'Inspired by nature's best.' Slide 2: (Image: Product texture shot) 'Crafted with the cleanest, kindest ingredients.' Slide 3: (Image: B Corp & Cruelty-Free logos) 'Certified good for you, and the world. #EthicalBeauty #KesterBlack'
• •Email subject line for a new collection: NEW from Kester Black: Beauty that makes a difference. Email body snippet: Discover our latest collection of high-performance, consciously-created skincare and makeup. We believe in beauty that not only enhances but also uplifts – crafted with the highest ethical standards and a deep respect for our planet. Explore beauty that’s good for your karma (and your skin!).