Brand Tone

personal, artisanal, trustworthy, direct, informative, grounded in personal craft, educational, cautionary, transparent, knowledgeable, health-conscious authority, reflective of a small, passionate business.

Brand Values

• •Natural and Organic Ingredients
• •Handcrafted Quality
• •Efficacy and Simplicity
• •Health and Safety
• •Transparency

Best Practices

• •Always Lead with "Handcrafted" and "Natural": These are the brand's strongest identifiers. Every piece of copy, from product descriptions to ads, should emphasize the artisanal, from-scratch nature and the commitment to organic, plant-based ingredients.
• •Maintain a Personal and Direct Tone: Use "I" and "me" when referring to the creation process to reinforce the personal touch of the owner, Elizabeth. Write as if explaining the product to a friend—be informative, honest, and passionate.
• •Educate, Don't Just Sell: Leverage the "Clean Skincare Promise". Use copywriting to gently educate the audience about the benefits of avoiding certain chemicals (like parabens, SLS) and the superiority of natural ingredients. This builds authority and trust.
• •Highlight the "Why" Behind the Brand: Tell the story of simplicity and health. Copy should consistently answer *why* the brand avoids mass production and certain ingredients, linking it back to the core values of customer well-being and a reduced environmental footprint.
• •Focus on Benefits and Efficacy: While ingredient lists are important, the copy should translate those ingredients into tangible benefits and proven results. Use customer testimonials and reviews as inspiration (e.g., "lasts for months," "soothing for sensitive skin," "highly pigmented").

Social Perception

The brand is perceived as a reliable, trusted, and artisanal creator of high-quality, effective, and non-toxic natural skincare. Customers view the products as suitable for sensitive skin, long-lasting, and providing good value, often leading to loyal devotion.

Copy Examples

• •Tired of harsh chemicals and ineffective 'natural' deodorants? Ours is different. Handcrafted when you order, our organic cream deodorant uses the power of nature to keep you fresh, even through 90-degree days. No aluminum, no parabens, just pure ingredients for a better tomorrow.
• •Color that cares for your skin. Our Mineral Lip and Cheek Tints are handcrafted with plant-based ingredients and natural oxides—never any dyes or lead. Get vibrant, lasting color that softens your lips and won't clog your pores. Simple, beautiful, and made with your health in mind.
• •Experience skincare that's truly personal. Since 2008, we've been handcrafting organic, non-toxic products from scratch in our Midwest workshop. No mass-produced bases, no harmful additives. Just real, food-grade ingredients that feed your skin with every use.
• •Struggling with acne or troubled skin? Let nature help. Our Balance Face Care Set is expertly formulated with organic ingredients that won't clog pores. Designed to calm, clarify, and restore your skin's equilibrium without the harsh chemicals found in mass-market solutions.
• •Why do we insist on making everything from scratch? Because your skin is your largest organ, and it deserves real nourishment. We skip the pre-made bases and harmful preservatives, crafting each product by hand to ensure it's pure, fresh, and effective. That's our clean skincare promise to you.