Brand Tone

Cool & Edgy, Inclusive & Welcoming, Playful & Bold, Authentic & Direct, Empowering

Brand Values

• •Self-Expression & Individuality
• •Inclusivity & Diversity
• •Clean & Conscious Beauty
• •Efficacy & Innovation
• •Community
• •Sustainability
• •Social Responsibility

Best Practices

• •Speak Your Values Out Loud: Consistently weave core values like inclusivity, self-expression, and clean formulations into your messaging, from product descriptions to social captions. (e.g., "100% Vegan. Made for your self-expression.")
• •Embrace the "Cool Kid" Vernacular (Authentically): Use contemporary, slightly edgy, but still accessible language. Stay updated on relevant slang or phrases popular with your target audience (Gen Z, Millennials), but ensure it feels natural to the brand, not forced. Keep it concise and direct.
• •Prioritize "You": Focus copy on the user, their creativity, and their unique look. Use empowering language that celebrates individuality rather than dictating trends. (e.g., "How will *you* wear it?" "Your look, your rules.")
• •Be Bold but Approachable: Don't be afraid to be playful, use vibrant descriptions, and even be a little cheeky. However, balance this with clear, straightforward information about product benefits and ingredients to maintain trust and accessibility.
• •Show, Don't Just Tell, Diversity: Ensure your copy, alongside visuals, reflects true inclusivity. This means more than just stating you're inclusive; it's about crafting messages that resonate with a wide array of identities and experiences, making everyone feel seen and spoken to.

Social Perception

Cool & Trendy, Ethical & Trustworthy, Innovative & Effective, Inclusive & Progressive, Relatable & Authentic, Good Quality Products

Copy Examples

• •Headline: Your Face. Your Rules. Our Clean. Body: Swipe on epic color. Blend out good vibes. Milk Makeup is 100% vegan, cruelty-free, and made for your self-expression. #LiveYourLook
• •Headline: Low Maintenance. High Impact. That’s the Milk Vibe. Body: Get out-the-door-in-5 with our multi-use sticks. Packed with good-for-you ingredients, because your skin deserves it. Zero fuss, all fun.
• •Headline: Born in NYC. Made for Every Face. Body: We see you. All of you. Our community inspires everything we do, from our clean formulas to our commitment to inclusivity. Beauty’s for everyone. Period.
• •Headline: Trending Now: You. (And maybe our new Jelly Tint). Body: Create, play, and slay with makeup that moves with you. Clean, vegan, and always cruelty-free. Show us how you #LiveYourLook.
• •Headline: Good Ingredients. Epic Payoff. No Compromises. Body: We’re serious about clean beauty that actually works. Explore our 100% vegan, cruelty-free lineup and find your new faves. Your look, your way.