Brand Tone

Conscious, Accessible, and Encouraging

Brand Values

• •Ethical Production
• •Health and Safety
• •Quality and UK-Based Manufacturing
• •Affordability
• •Self-Expression

Best Practices

• •Lead with Your Values: Always integrate the core values —Vegan, Cruelty-Free, 12-Free, and Made in the UK—into your messaging. These are key differentiators that your customers care about.
• •Use Encouraging and Inclusive Language: Employ words that empower and uplift, such as "express yourself," "be you," and "confidence." Avoid jargon and maintain a friendly, accessible tone.
• •Highlight Practical Benefits: Focus on solving the customer's problems. Emphasize benefits like "quick-dry," "long-lasting," "salon-quality at home," and "no UV lamp required" to appeal to their need for convenience and quality.
• •Leverage Social Proof: Incorporate customer testimonials and reviews into your copy whenever possible. Authentic feedback builds trust and validates your brand promises.
• •Maintain a "Kind" Voice: Whether writing about colors, benefits, or the brand story, ensure the tone reflects the name "Kinnd." This means being transparent, gentle, positive, and conscious in all communications.

Social Perception

Perceived as a trustworthy, family-run company with overwhelmingly positive customer feedback, appreciated for its ethical standards (vegan, cruelty-free, 12-Free), and known for high-quality, quick-drying products.

Copy Examples

• •Headline: Beauty Without Compromise. Body: Your manicure should feel as good as it looks. Our quick-dry nail polishes are 100% vegan, cruelty-free, and made in the UK without 12 harsh chemicals. Get a flawless, high-shine finish that R2019s kind to you and the planet. Tap to shop your new favorite shade. Call to Action: Shop Kind Beauty
• •Headline: Salon-Quality Nails in Minutes. No UV Lamp Needed. Body: Life R2019s too busy for slow-drying nails. Kinnd Nails delivers a vibrant, streak-free manicure that dries in a flash. Perfect for your on-the-go lifestyle. Call to Action: Discover Quick-Dry Colours
• •Subject: A Little Kindness for Your Nails Body: Treat yourself to a moment of colour. Our polishes are designed for self-expression, offering bold, beautiful shades that let you be you. Made with a gentle, "12-Free" formula, it's the perfect way to practice self-care. Call to Action: Find Your Shade
• •Product: Midnight Walks (Black Polish) Body: Dive into the deep elegance of 'Midnight Walks,' an obsidian black for a timelessly chic look. Developed in our UK labs, this polish provides a long-lasting, high-gloss finish with just two coats. Our vegan, 12-Free formula ensures a healthier manicure without sacrificing performance. Call to Action: Add to Basket
• •Headline: Still Thinking About It? See What Others Are Saying. Body: "Absolutely love this varnish, gorgeous colours, high shine, lasts longer than any varnish I've tried." - Mazilila. Join thousands of happy customers and discover the Kinnd difference. Ethically made, quick to dry, and built to last. Call to Action: Claim 10% Off Your First Order