Brand Tone

Conscious & Ethical, Empowering & Confident, Modern & Stylish, Approachable & Informative, Passionate

Brand Values

• •Natural & Clean
• •Vegan & Cruelty-Free
• •Sustainability & Environmental Responsibility
• •High Performance & Quality
• •Transparency
• •Empowerment & Joy

Best Practices

• •Always Emphasize Core Values: Every piece of copy, whether a product description, social media post, or ad, should subtly or overtly weave in the core values of natural, vegan, cruelty-free, high-performance, and sustainable.
• •Use Empowering and Positive Language: Focus on how the products make the user feel (e.g., "grandiose," "confident," "radiant," "good") rather than just listing features. Highlight the joy and beauty in making conscious choices.
• •Maintain a Modern and Elegant Aesthetic: Ensure visual content and language reflect a stylish, contemporary brand that doesn't sacrifice aesthetics for ethics. Use terms like "chic," "modern," "elegant," "vibrant."
• •Be Transparent and Informative (But Not Preachy): Share information about ingredients and benefits in an accessible way. Educate about the "why" behind clean beauty without being judgmental of other choices. The tone should be inviting and inclusive.
• •Storytelling with Passion: Connect with the audience by sharing the brand's origin story, the founder's mission, and the "Made in Berlin" aspect, which adds to its unique identity. Let the passion for creating better beauty shine through.

Social Perception

NUI Cosmetics is generally perceived as a trustworthy and high-quality brand within the clean and vegan beauty space. Customers appreciate the commitment to natural ingredients, vegan principles, and sustainability. The products are seen as effective and aesthetically pleasing, bridging the gap between natural/ethical and luxury/performance. There's a strong appreciation for the brand's story and the founder's passion. The brand appeals to consumers who are conscious about their health, the environment, and animal welfare, but still desire stylish and effective beauty products.

Copy Examples

• •Headline: Go Grandiose. Naturally. Body: Unleash your inner radiance with NUI Cosmetics. High-performance, vegan makeup that loves your skin and the planet. Pure ingredients, powerful results. #NUICosmetics #CleanBeauty #VeganMakeup #SustainableGlam
• •Headline: Beauty Without Compromise. Body: Why choose between ethical and chic? NUI Cosmetics brings you vibrant, long-lasting makeup that’s 100% vegan, natural, and cruelty-free. Look good, feel good, do good. #EthicalBeauty #NUIFeelGood #ConsciousChic
• •Headline: The Future of Beauty is Clean. And Colorful. Body: Discover NUI Cosmetics: where potent natural ingredients meet stunning, modern shades. Crafted in Berlin with passion, our makeup is good for you and the Earth. Experience the NUI glow. #NaturalPerformance #VeganVibrancy #EcoLuxe
• •Headline: Your Skin, But Better. The NUI Way. Body: Nourish your beauty with our range of makeup and skincare. Packed with organic botanicals and free from nasties, NUI Cosmetics enhances your natural beauty, guilt-free. #SimplyNUI #HealthySkinHappyYou #VeganSkincare
• •Headline: Redefining Luxury. Sustainably. Body: Indulge in the opulence of NUI Cosmetics. From our silky foundations to our richly pigmented lipsticks, experience premium quality that’s consciously created. Beautiful for you, respectful of our world. #SustainableLuxury #NUIPerfection #BerlinBeauty