Brand Tone

Calm, educational, and aspirational.

Brand Values

• •Intentionality
• •Efficacy
• •Education
• •Mindfulness
• •Minimalism

Best Practices

• •Always explain the "why" behind a product or ingredient. Use blog posts, carousels, and video tutorials to share knowledge, reinforcing the brand's expert positioning.
• •Consistently use words like "intentional," "mindful," "ritual," "soothe," "balance," and "glow" to reinforce the calm and aspirational tone. Avoid aggressive marketing terms like "miracle" or "instant fix."
• •Ensure all visuals—from the website to social media posts and email campaigns—adhere to the clean, minimalist, and soft aesthetic. This visual consistency is key to the brand's identity.
• •Frame product benefits around how they will make the customer feel (e.g., "calm," "confident," "nourished") rather than just listing technical features. Speak directly to the user with "you" and "your."
• •Feature user-generated content and testimonials that align with the brand's aesthetic and values. This builds community and provides social proof from a place of genuine appreciation.

Social Perception

Customers drawn to Najae are likely seeking solutions beyond mainstream brands; they are educated consumers who appreciate the science behind K-Beauty and value the credibility of an esthetician-founded line. The brand is perceived as a premium, trustworthy option for those looking to build a "clean" and effective skincare routine. The target audience likely views skincare as a form of wellness and is willing to invest in high-quality products that align with their values of mindfulness and intentional living.

Copy Examples

• •Your evening routine is more than just steps; it's a conversation with your skin. Our Reviving Cream Cleanser is formulated to listen, gently melting away the day without stripping your natural barrier. What is your favorite end-of-day ritual? #NajaeSkincare #MindfulBeauty
• •Intentional Skincare, Visible Results. Where mindful routines meet esthetician-formulated K-Beauty.
• •Inside: Your guide to a calmer, clearer complexion.
• •...Not just a toner, but the foundational layer of your glow. With a potent blend of [Key Ingredient 1] and [Key Ingredient 2], this essence hydrates, balances, and preps your skin to receive the full benefits of your routine. It’s the first step towards intentionally radiant skin.
• •Tired of the 10-step routine? We believe in less, but better. Najae offers curated, esthetician-founded K-Beauty to simplify your process and amplify your glow. Discover the beauty of an intentional skincare ritual. Shop now for 15% off your first order.