Brand Tone

Empowering, Inclusive, Passionate, Vibrant and Culturally Connected

Brand Values

• •Self-Love and Empowerment
• •Inclusivity
• •Customer Connection
• •Ethical Claims (though contested by some)
• •Entrepreneurial Spirit & Inspiration
• •Cultural Celebration

Best Practices

• •Embrace Authenticity: Continue to share Janet's personal story and passion. Authenticity builds trust, especially when addressing the entrepreneurial journey and cultural inspirations. This can help counter negative perceptions if genuine.
• •Consistent Voice Across Platforms: Ensure the empowering, inclusive, and friendly tone seen on TikTok is mirrored in website copy, product descriptions, email marketing, and any future social media channels.
• •Engage and Listen: Actively engage with the community on all platforms. Respond to comments and messages (both positive and negative) in a way that reflects the brand's values of customer connection and friendliness. Address concerns transparently if they arise.
• •Showcase Inclusivity Visually and Verbally: Consistently feature a diverse range of people in imagery and ensure language always reinforces the message that products are for all genders, skin colors, and ages.
• •Highlight Values in Storytelling: Weave brand values (self-love, empowerment, cultural celebration, ethical considerations) into product narratives, campaigns, and social media content rather than just stating them. For example, explain the inspiration behind product names or how a product can make someone feel empowered. If making ethical claims like "cruelty-free" or "vegan," provide easily accessible certifications or evidence to build credibility and address skepticism.

Social Perception

Positive Customer Engagement, Support for Local/Indie Brand, Growing Brand Awareness; address Skepticism and Scrutiny with transparency

Copy Examples

• •Headline: Unlock Your Radiance. Leyva Beauty: Makeup that celebrates YOU. Body: Feel the power of beauty that’s as unique as your story. Our vibrant, cruelty-free collection is made for every face, every journey. Shine on! #LeyvaBeauty #SelfLoveGlow
• •Headline: From Passion, For You. The Leyva Beauty Story. Body: Born from a dream and a love for all things makeup. Founder Janet Leyva pours her heart into every product, so you can feel confident and beautiful. Discover your new favorites today! #LeyvaBeautyStory #MakeupWithHeart
• •Headline: All Shades of Beautiful. Body: At Leyva Beauty, we believe makeup is for everyone. Explore rich pigments and feel-good formulas designed to elevate your natural beauty, no matter your skin tone or style. Be bold. Be you. Be Leyva. #InclusiveBeauty #LeyvaForAll
• •Headline: More Than Makeup. It’s a Vibe. Body: Inspired by culture, connection, and the vibrant spirit within you. Our "Let's Go to the Carne Asada" palette is just one way we share the love. What story will your makeup tell? #CulturalVibes #LeyvaBeautyLooks
• •Headline: Join the Leyva Beauty Fam! Body: It’s not just about looking good, it’s about feeling amazing, together! Connect with us on TikTok @leyvabeauty for live chats, tutorials, and all the fun. We love our community! #LeyvaBeautyCommunity #BeautyTogether