Brand Tone

authentic, educational, empowering, and community-focused

Brand Values

• •Inclusivity & Representation
• •Natural & Vegan Ingredients
• •Heritage & Tradition
• •Holistic Skin Health
• •Community & Connection
• •Education
• •Authenticity
• •Sustainability

Best Practices

• •Embrace Storytelling: Weave in the founder's journey, the cultural inspiration, and the stories behind the ingredients and sourcing. This reinforces authenticity and connection.
• •Use Inclusive and Empowering Language: Speak directly to the target audience (women of color) in a way that affirms their beauty and addresses their unique needs respectfully and positively.
• •Educate Gently: Share knowledge about ingredients, skin health (especially for melanin-rich skin), and the benefits of natural care without being preachy. Position the brand as a knowledgeable and trusted friend.
• •Highlight Natural & Wholesome Qualities: Use descriptive words that evoke nature, nourishment, and gentleness (e.g., "soul food for the skin," "plant-powered," "heirloom botanicals," "gentle embrace").
• •Maintain Authenticity and Transparency: Be open about sourcing, the journey of the brand, and the purpose behind the products. Avoid overly aspirational or unrealistic beauty claims; keep it real and relatable.

Social Perception

trustworthy, effective, and culturally significant brand

Copy Examples

• •Headline: Embrace Your Melanin Magic. Nourish Your Glow, Naturally. Body: "Inspired by generations of African Diasporic wisdom, our gentle, vegan skincare is crafted to celebrate and care for your unique complexion. Discover soul food for your skin."
• •Headline: From Our Heritage to Your Skincare Ritual. Body: "Pholk Beauty is more than just ingredients; it's a love letter to the resilience and beauty of our ancestors. Experience plant-powered care that understands your skin's needs."
• •Headline: Real Skin, Real Results. Gentle Care for a Radiant You. Body: "Tired of harsh treatments? Our esthetician-formulated skincare, rooted in Afro-Appalachian traditions, brings balance and healing to even the most sensitive, textured, or hyperpigmented skin. Let your true glow shine through."
• •Headline: Connect with Your Roots. Cultivate Your Glow. Body: "We partner with Black farmers to bring you the freshest, most potent botanicals. It's skincare that feels good, does good, and honors our community."
• •Headline: Unlock Your Skin's Wellness Superpower. Body: "At Pholk, we believe melanin is magnificent. Our holistic skincare is designed to work in harmony with your skin, addressing concerns like dark spots and dryness with nature's gentlest and most effective remedies."