Brand Tone

Serene, mindful, and sophisticated. It communicates with a calm and gentle voice that emphasizes self-care and inner balance, treating skincare as a cherished ritual.

Brand Values

• •Ritualistic Self-Care
• •Authenticity and Personal Story
• •Gentle, Natural Efficacy
• •Sustainability
• •Sophisticated Simplicity

Best Practices

• •Use Sensory and Emotive Language
• •Embrace the "Ritual" Metaphor
• •Maintain a Calm, Reassuring Voice
• •Weave in the Founder's Story Authentically
• •Highlight Simplicity and Sustainability

Social Perception

Perceived as a high-quality, trustworthy, and aspirational indie beauty brand, boosted by celebrity endorsements (MEGUMI), founder Elli-Rose's lifestyle, consistent positive customer reviews, and premium, minimalist aesthetic.

Copy Examples

• •More than a serum, this is a daily rite of passage. Twelve precious oils, chosen for the needs of mature skin, melt into a whisper-soft texture. With each drop, feel your skin soften and your inner glow awaken. This is your moment to find harmony.
• •Cocoon your skin in gentle tranquility. Our cream acts as a soft shield, locking in the moisture from your rituals and protecting you from the day's stressors. Its rich yet breathable texture comforts and calms, leaving skin feeling supple and at peace. The final, loving touch in your skincare symphony.
• •Your body has its own rhythm, its own unique sound. Our purpose is to help you listen. 'Setting the tone' begins with a single, mindful step. How are you tuning into your body today? #Otonë #SettingTheTone #SkincareAsRitual
• •Otonë was born from a search for peace—for skin that felt calm, balanced, and truly my own. It’s a simple philosophy: what we put on our skin should be as gentle and loving as the care we give ourselves. Our products are not about fighting age or chasing perfection, but about finding a beautiful harmony, inside and out.
• •A weekend invitation: slow down, breathe, and reset your tone.