Brand Tone

Sophisticated, Educational, and Mindful. Calm, intelligent, and intentional, avoiding hyperbole. Elevated and precise, conveying scientific credibility and respect for skin health. Quietly confident, encouraging a mindful approach to skincare as self-care.

Brand Values

• •Ethical Efficacy
• •Eco-Inclusivity
• •Considered Minimalism
• •Human Connection

Best Practices

• •Lead with Education: Always explain the purpose and science behind an ingredient or product. Use the platform to teach, which builds authority and trust.
• •Use Mindful and Intentional Language: Choose words that convey a sense of calm, purpose, and sophistication. Avoid trendy slang, excessive exclamation points, or urgent calls-to-action. Let the quality of the product speak for itself.
• •Highlight the Founder's Expertise: Regularly reference Lesley Thornton's background as an esthetician. This is a key differentiator and a primary reason for the brand's credibility.
• •Weave Values into Every Message: Whether discussing a product or a routine, connect it back to the core values of inclusivity, sustainability, and conscious consumption. This reinforces the brand's identity beyond the products themselves.
• •Maintain Visual and Tonal Consistency: Ensure all copy, from the website to social media captions to customer service emails, adheres to the established sophisticated and educational tone. This creates a cohesive and recognizable brand experience that feels reliable and luxurious.

Social Perception

Authentic, Luxurious, and Trustworthy. Perceived as credible and founder-led. A leader in clean beauty and a celebrated Black-owned business. Products are seen as effective, special, and provide visible results, connecting consumers to a brand with integrity and a meaningful mission.

Copy Examples

• •A considered approach to hydration. The Immersion Serum Concentrate is formulated to meet the skin’s foundational needs for moisture and resilience. With a synergistic blend of vitamins and bio-available nutrients, it works in harmony with your skin’s natural processes. A vital step in your daily ritual for long-term skin health.
• •Skin wellness, realized. Discover our collection of clean, esthetician-formulated botanical care, designed for all skin.
• •The first step in a mindful routine. Gentle Matter is a pH-balanced daily cleanser that effectively removes impurities without stripping the skin of its essential moisture. Soothing botanicals leave the complexion feeling supple, calm, and perfectly prepared for subsequent treatment.
• •A Philosophy of Skin, Not a Trend
• •KLUR was founded on the belief that skincare should be clean, inclusive, and fundamentally effective. Born from years of hands-on esthetic practice, our formulations are a reflection of our core values: a deep respect for the skin, a commitment to our community, and a sustainable, less-is-more ethos.