Brand Tone

Irreverent, snarky, humorous, empowering, bold, and unapologetic. It's also deeply authentic and real, often sharing vulnerabilities and taking strong stances. There's an element of "we say what you're thinking." The use of profanity is common and part of their "take-no-bull" attitude. They describe their community as "Malicious Misfits."

Brand Values

• •Empowerment of Women
• •Authenticity & Realness
• •Humor & Snark
• •Resilience & Strength
• •Community
• •Giving Back
• •Quality
• •Speaking Out

Best Practices

• •Embrace the Snark (Wisely): Don't be afraid to be witty, sarcastic, and a little edgy. The "malicious" in the name is playful defiance. Let personality shine through, but ensure it aligns with the empowering undertone.
• •Keep it Real and Relatable: Use everyday language, share honest thoughts (even the messy ones), and tap into common frustrations and joys your audience experiences. Authenticity is key.
• •Empower Through Honesty: Frame challenges and "malicious" thoughts not as negativity, but as a form of strength, resilience, and shared understanding. The humor should uplift, not degrade (unless it's aimed at societal absurdities).
• •Know Your Misfits: Understand the specific humor, references, and pain points of your target audience. Engage with them, listen to their language, and reflect it back in your copy.
• •Be Unapologetically Bold (and Consistent): Whether it's product descriptions, social media clapbacks, or email newsletters, maintain that distinctive voice. Don't dilute the brand to appeal to everyone; its strength lies in its unique, unapologetic stance. Remember Lacie’s regret about temporarily "calming down" the brand.

Social Perception

Customers perceive the brand as fun, relatable, and empowering. They love the unique, sassy labels and find the humor appealing. Many feel a strong connection to the brand's story and mission. The candles are often seen as great gifts that send a specific message. The media generally portrays the brand positively, focusing on its unique approach, the founder's inspiring story, and its philanthropic efforts. They are recognized for their distinct, edgy branding.

Copy Examples

• •Product (Candle: "Overwhelmed AF"): "Infused with 'Just Five More Minutes of Staring Blankly at the Wall' and a hint of 'Is it Friday Yet?' Light this when adulting hits too hard. We get it. #StayMalicious"
• •Social Media Post (Instagram/Facebook): "Current mood: Running on caffeine, curse words, and the sheer audacity to keep going. Who's with us? 🔥 Tag your fellow Misfit who needs this reminder. #MaliciousWomenCo #EmpoweredAF #RealTalk"
• •Email Subject Line (Promotion): "Your BS Detector is Tingling? So is Our New Candle Sale."
• •Website Banner (New Collection): "New Arrivals: Because sometimes 'Bless Your Heart' just doesn't cut it. Shop the snark."
• •TikTok Video Intro/Caption: "Another day, another Karen sighting. 🙄 But hey, at least our candles smell better than their attitude. Get 15% off your 'I Need a F*cking Break' candle this week. Link in bio. #KarenChronicles #MaliciousMisfits #SorryNotSorry"