Brand Tone

Empowering & Confident, Educational & Informative, Caring & Trustworthy, Sophisticated & Chic, Approachable & Inclusive

Brand Values

• •Health & Wellness
• •Clean Beauty
• •Efficacy & Performance
• •Empowerment
• •Ethical Practices
• •Education
• •Quality & Luxury

Best Practices

• •Lead with Wellness and Strength: Always connect the products back to the core values of nail health, strength, and the empowering feeling this brings. Use words like "resilient," "strengthen," "nourish," "empower," "confidence."
• •Highlight "Clean" and "Conscious" Credentials: Regularly mention "non-toxic," "vegan," "cruelty-free," "10-Free," and "naturally derived ingredients" to reinforce trust and appeal to ethically-minded consumers.
• •Maintain an Educated yet Approachable Voice: Share knowledge about nail care and ingredients in a way that is informative but also easy to understand and relatable. Avoid overly technical jargon unless explained.
• •Infuse Sophistication and Quality: Use descriptive language that evokes a sense of luxury, high performance, and a chic aesthetic (e.g., "gel-like shine," "vibrant color," "flawless finish," "salon-perfect").
• •Emphasize Empowerment and Self-Care: Frame product use as an act of self-love and a way to boost confidence. Use aspirational yet inclusive language that resonates with women seeking to feel their best.

Social Perception

Trusted for Nail Health, High-Quality & Effective, Safe & Conscious Choice, Aspirational yet Attainable, Founder-Driven Integrity

Copy Examples

• •Headline: Stronger Nails, Naturally. ✨ Body: Discover Maxus Beauty's secret to resilient, radiant nails. Our non-toxic, vegan formulas nourish from within, giving you the confidence of a salon-perfect manicure that truly cares for your nail health. #MaxusStrength #CleanNailCare
• •Headline: Empowerment at Your Fingertips. Body: Unleash your inner power with every stroke. Maxus Beauty delivers vibrant, long-lasting color infused with strengthening botanicals. Because beautiful nails should make you feel as good as you look. #MaxusEmpowered #HealthyNailsHappyYou
• •Headline: Beyond Beauty. Towards Wellness. Body: At Maxus Beauty, we believe self-care starts strong. Our expertly crafted nail treatments and polishes are designed to enhance your natural beauty while promoting overall nail wellness. Clean ingredients, powerful results. #MaxusWellness #ConsciousBeauty
• •Headline: The Future of Manicures is Clean. And It's Here. Body: Experience the luxury of our 10-Free, cruelty-free nail care. Maxus Beauty offers chip-resistant shine and strengthening power without compromise. Elevate your at-home manicure with products you can trust. #MaxusClean #ProfessionalAtHome
• •Headline: From Our Founder to You: A Passion for Healthy Nails. Body: "I created Maxus Beauty to offer a healthier, more effective way to care for your nails. Our treatment-focused line is made with love in NY, using ingredients I trust for my own family." - Dasha Minina, Founder. #MaxusStory #ExpertFormulated