Brand Tone

Supportive, empathetic, and relatable, communicating like a knowledgeable friend. Characterized by direct, casual language, shared experience, humor and sarcasm, and informative/empowering content.

Brand Values

• •Mother-Centric Support
• •Practicality and Affordability
• •Authenticity and Realism
• •Quality and Efficacy
• •Community

Best Practices

• •Always Speak from a Place of "Been There": Use "we" and "us" to create a sense of shared experience. Frame advice and product benefits through the lens of someone who understands the struggle firsthand. The founder's story is a powerful asset that should continue to be a cornerstone of the brand voice.
• •Balance Empathy with a Touch of Humor: Motherhood is tough, and acknowledging that with empathy is key. However, incorporating light, relatable humor prevents the tone from becoming overly clinical or somber. The "yes, that is sarcasm" aside on the website is a perfect example.
• •Use "Mama" Authentically: Continue using the term "mama" to directly address the target audience. It's an immediate signal of community and understanding that reinforces the brand’s supportive, insider tone.
• •Prioritize Clarity and Practicality: In all copy, focus on the practical benefit of the product. A tired new mother doesn't have time for vague marketing claims. Be direct about what a product does and how it solves a specific postpartum problem (e.g., "eases aches," "soothes sore nipples").
• •Keep it Real and Raw: Don't shy away from using words like "pain," "sore," "cracks," and "scars." This honesty builds immense trust and shows that the brand isn't afraid to talk about the real, unfiltered aspects of postpartum recovery, making it a safe and reliable resource for mothers.

Social Perception

Overwhelmingly positive, highly trusted for quality, affordability, effective products, excellent customer service, and fast shipping. Customers frequently give five-star reviews, praising the brand and its founder, Elissia.

Copy Examples

• •They say to 'sleep when the baby sleeps.' We say, 'heal when the baby sleeps.' Your recovery is not a luxury—it's essential. Our Postpartum Recovery Kit has everything you need to soothe, heal, and feel a little more human. Because you can't pour from an empty cup, mama. #MaiaMum #PostpartumRecovery #YouGotThis
• •Headline: Your Other Baby: The After-Birth Recovery. Body: 'Let’s be real. After you’ve done the incredible work of bringing life into the world, your body needs a support crew. From soothing sore nipples to making peace with your C-section scar, we’ve got the practical, mum-tested gear to help you heal. No fluff, just stuff that works. Shop our postpartum essentials.'
• •Subject: Tired? Sore? Welcome to the club, mama. We can help.
• •Text: 'For the parts of motherhood they don't always show you. Practical postpartum care, made by a mum who's been there.'
• •Copy: 'Remember sitting down without wincing? We do, and we want that for you, too. Our Soothe-It Witch Hazel Spray is like a cool, calming hug for your most tender areas after a vaginal birth. Just a quick spritz for instant relief, so you can focus less on the ouch and more on the ahhh (as in, 'ahhh, that's better').'