Brand Tone

Educational & Empowering, Authentic & Personal, Passionate & Committed, Inclusive & Welcoming

Brand Values

• •Natural and Clean Ingredients
• •Sustainability
• •Hair Health & Efficacy
• •Education & Empowerment
• •Inclusivity & Diversity
• •Cruelty-Free
• •Community Outreach
• •Personalized Approach

Best Practices

• •Lead with Education and Empowerment: Always aim to inform the customer, helping them understand their hair and how the products work. Use clear, accessible language that empowers them to make confident choices.
• •Maintain Authenticity Through Storytelling: Regularly weave in the founder's journey and the "why" behind the brand. This reinforces the personal, trustworthy nature of Original Moxie.
• •Highlight Core Values Consistently: Ensure messaging frequently touches upon natural ingredients, sustainability, cruelty-free practices, and inclusivity. These are key differentiators and resonate with the target audience.
• •Use Inclusive and Positive Language: Reinforce the "It's ALL Good Hair™" philosophy by using language that celebrates all hair types and avoids terms that could be perceived as negative or exclusionary.
• •Focus on Benefits Rooted in Hair Health: While discussing results like shine or definition, always connect them back to the underlying health of the hair and scalp, emphasizing the nourishing power of natural ingredients.

Social Perception

Positive & Trusted, Effective for Curly/Textured Hair, High Quality Ingredients, Educational Resource, Premium Product (Price), Founder-Driven Authenticity

Copy Examples

• •Headline: Unlock Your Hair's True Potential. Naturally. Body: Tired of the guesswork? At Original Moxie, we believe "It's ALL Good Hair™"! Our founder, Rachel Blistein, started this journey in her kitchen, seeking real solutions for her own curls. Now, we bring that passion and science to you. Discover our plant-powered, cruelty-free formulas and embrace the hair you were born with. Take our Hair Type Quiz today! (Tone: Educational, Authentic, Empowering)
• •Headline: Healthy Scalp, Happy Curls. It Starts with Nature. Body: Your hair's health begins at the root. Our Get Clean!™ No-Foam Shampoo, rich in soothing Turmeric, gently cleanses without stripping precious moisture. We meticulously select every natural ingredient for its power to nourish and restore. Because healthy hair isn't a trend, it's a commitment. (Tone: Educational, Passionate, Focused on Health)
• •Headline: More Than Just Hair Care. It's a Movement. Body: Join a community that celebrates every curl, coil, and wave! Original Moxie is built on values of inclusivity, sustainability, and the power of clean ingredients. From our eco-friendly refill pouches to our community outreach programs, we’re dedicated to a healthier planet and happier hair for everyone. (Tone: Inclusive, Committed, Community-focused)
• •Headline: From Rachel's Kitchen to Your Curls: A Story of Moxie. Body: Frustrated with products that didn’t understand her hair, our founder Rachel Blistein took matters into her own hands. Years of research and a passion for plant-based wellness led to Original Moxie – handcrafted formulas that truly work. Experience the difference that personal dedication and natural ingredients make. (Tone: Authentic, Personal, Passionate)
• •Headline: Decode Your Curls. Embrace Your Original. Body: What's your Hair Type Personality™? Our unique diagnostic approach helps you understand exactly what your hair craves. We provide personalized recommendations because we know that one size never fits all. Let us empower you with the knowledge and products to love your beautifully unique texture. (Tone: Empowering, Educational, Personalized)