Brand Tone

empowering, inclusive, celebratory, authentic, and relatable

Brand Values

• •Inclusivity & Representation: This is the cornerstone of Mented Cosmetics. They explicitly state their commitment to creating products for all skin tones, with a special focus on women of color who have been historically underserved.
• •Pigment & Quality: "Pigment is our passion" is a key tagline. They emphasize high-quality, vegan, cruelty-free, and non-toxic ingredients.
• •Empowerment: Mented aims to empower individuals to feel confident and find themselves in the world of beauty.
• •Customer-Centricity: The brand actively listens to customer feedback and uses it to improve products and services. They strive to provide excellent customer service.
• •Authenticity & Transparency: The founders' story and the brand's direct communication style reflect a commitment to being genuine.
• •Community: Mented fosters a sense of community through engagement, sharing customer stories, and being mission-driven.

Best Practices

• •Champion Inclusivity in Every Message: Ensure all copy, from product descriptions to social media posts, reflects Mented's core value of celebrating all skin tones. Use inclusive language and imagery consistently.
• •Speak Authentically and Relatably: Continue sharing the founders' story and the "why" behind the brand. Use a conversational, warm, and approachable tone that makes the audience feel like part of a community. Avoid overly technical jargon unless explaining product benefits clearly.
• •Empower and Uplift: Frame messaging around confidence, self-celebration, and the joy of finding beauty products that truly work. Highlight how Mented products help individuals feel good in their own skin.
• •Maintain a Positive and Celebratory Voice: Even when addressing challenges or industry issues, maintain an optimistic and solutions-oriented tone. Focus on the positive impact Mented aims to make.
• •Engage with the Community: Actively respond to comments and messages in a way that reinforces the brand's values. Use user-generated content to showcase real people and their experiences, further solidifying the relatable and community-focused aspect of the brand.

Social Perception

Mented Cosmetics is widely perceived positively by customers and the public as a champion of inclusivity that provides high-quality products while being authentic and community-focused.

Copy Examples

• •Instagram Post (Image: Swatches of nude lipsticks on diverse arms): Your perfect nude isn't a one-shade-fits-all. It's your shade, your rules. ✨ At Mented, we celebrate every hue with richly pigmented, vegan lipsticks made to match *your* beautiful. Find your signature nude today. #MentedCosmetics #NudeLipstickForAll #VeganBeauty #InclusiveMakeup
• •Facebook Ad (Video: Quick tutorial showing easy application of Skin by Mented foundation stick): Effortless beauty, every day. ✨ Our Skin by Mented foundation stick glides on like a dream for a natural, buildable coverage that loves your skin. Perfectly pigmented, vegan, and cruelty-free because you deserve makeup that celebrates YOU. Tap to discover your shade! #MentedBeauty #SkinByMented #FoundationStick #MakeupForWOC #EverydayGlam
• •Email Subject Line for a Sale: Celebrate Your Hue! 🎉 Up to 25% Off Your Mented Faves! Email Body Snippet: At Mented, we believe everyone deserves to shine. That's why we're giving you a special treat to celebrate your unique beauty! For a limited time, get up to 25% off our collection of perfectly pigmented, vegan makeup designed with YOU in mind. From our iconic nude lipsticks to our skin-loving foundations, find your new go-to.
• •TikTok Video Caption (Video: User showing off their Mented makeup look): Feeling SEEN and celebrated! 🙌 Obsessed with how @[UserHandle] is rocking their Mented glow. Our passion? Creating makeup that lets your true colors shine. What’s your go-to Mented product? 👇 #MentedCosmetics #InclusiveBeauty #BeautyForAll #BlackOwnedBeauty #MakeupRoutine
• •Website Homepage Banner: Beauty That Sees You. Perfectly Pigmented. Effortlessly You. Discover Vegan Makeup For Every Hue. #MentedAndMadeForYou