Brand Tone

Edgy & Bold, Unapologetic & Confident, Passionate & Creative, Inclusive & Community-Focused (Historically), Professional (Product Quality Focus)

Brand Values

• •Self-Expression & Individuality: Empowering people to be "unapologetically themselves" through makeup.
• •Innovation & Quality: A focus on creating cutting-edge, highly pigmented products that fill gaps in the market.
• •Boldness & Fearlessness: Encouraging customers to take risks with their makeup and embrace unique colors.
• •Authenticity & Transparency (Founders' Approach): The founders have been open about their journey and connect directly with their audience.
• •Cruelty-Free: Melt Cosmetics is Leaping Bunny certified and committed to being 100% cruelty-free, not testing on animals or working with suppliers who do. Many products are also vegan.

Best Practices

• •Develop a "Voice Bible": Create a document that explicitly defines the brand's tone (e.g., edgy, unapologetic, creative, confident), lists approved and forbidden words/phrases, and provides examples of on-brand and off-brand copy. This ensures everyone writing for the brand is aligned.
• •Embrace the Edge, Authentically: Use strong, evocative language. Don't shy away from being a little rebellious or unconventional in descriptions, but ensure it still feels genuine to the brand's roots of being founded by makeup lovers for makeup lovers. Avoid clichés that dilute the unique personality.
• •Focus on Empowerment and Self-Expression: Frame product benefits around how they enable customers to express their unique identity, creativity, and confidence, rather than just focusing on features. Use active, empowering verbs.
• •Show, Don't Just Tell (Visually and Textually): Melt's strength is its bold, highly pigmented product. Copy should reflect this vibrancy. Use vivid descriptions that paint a picture of the color intensity and the impact of the look. Pair with equally striking visuals.
• •Engage the "Cult Following" Language: Acknowledge and speak to the dedicated community. Use inclusive language ("our kind of...") where appropriate but maintain an air of exclusivity and bold leadership that originally drew fans in. Listen to their language and reflect it back, while still leading the conversation.

Social Perception

Loved for its highly pigmented, unique, and bold color offerings, especially lipsticks and eyeshadows. Seen as a brand that caters to an alternative, edgy aesthetic, filling a niche. Appreciated for its cruelty-free stance. The brand's mission of fearless self-expression resonates with many. Some critical opinions exist regarding quality inconsistencies, price point, and limited options in base makeup.

Copy Examples

• •Headline: UNCENSOR YOURSELF. Body: Done playing by their rules? So are we. Melt Cosmetics. Fierce color. Zero apologies.
• •Product (New Eyeshadow Palette): CHAOS THEORY. Body: Embrace the unpredictable. Highly pigmented mattes and explosive shimmers designed for looks that defy expectation. Create your own beautiful disruption.
• •Social Media Post (Image of a bold lip): NOTHING TO HIDE. Caption: Wear it loud. Wear it proud. Our ultra-matte lipsticks are packed with pigment, not compromise. #MeltCosmetics #BoldLips #UnapologeticallyYou
• •Brand Statement: FOR THE UNDAUNTED. Body: We didn’t just enter the beauty game, we rewrote the rules. Melt Cosmetics is for those who see makeup as a weapon of self-expression. High-voltage color. Unshakeable quality. Your canvas, your masterpiece.
• •Email Subject: Dare to Go Dark Matter? Body (preview text): Our most intense blacks and deepest jewel tones are calling. Unleash your alter ego with pigments that don’t fade into the background.