Brand Tone

Empowering, Confident, Authentic, Inclusive, Relatable, Celebratory

Brand Values

• •Inclusivity & Representation: Core to its existence, ensuring people with deeper skin tones have high-quality options.
• •Quality & Efficacy: Providing pigmented, comfortable, and long-lasting formulas.
• •Ethical Practices: Committed to being vegan, cruelty-free, and paraben-free.
• •Authenticity: Born from a genuine need and transparent about its mission.
• •Community: Fostering a space where customers feel understood, seen, and celebrated.
• •Empowerment: Helping individuals feel confident and beautiful in their skin.

Best Practices

• •Speak Directly to "Her": Always write as if you're talking to a friend within your community who shares the same experiences. Use inclusive language like "our skin," "we," "sis" (where appropriate for the platform, like Instagram). This builds intimacy and relatability.
• •Lead with the Solution: Acknowledge the past problem (lack of suitable nudes) but quickly pivot to Propa Beauty as the confident, effective solution. This empowers the customer.
• •Reinforce Core Values Consistently: Weave in mentions of "vegan," "cruelty-free," "Black-owned," and "made for brown skin" naturally within product descriptions, social posts, and ads. This reinforces what the brand stands for beyond just the product.
• •Celebrate, Don't Just Sell: Frame products not just as items to buy, but as tools for self-expression, confidence, and celebrating one's unique beauty. Use positive, uplifting, and affirming language.
• •Show, Don't Just Tell (with Words): Use descriptive language that evokes the feeling and performance of the products. Words like "creamy," "rich," "buttery," "vibrant," "lived-in," "glow" can help paint a picture, complementing the visual assets. Ensure the language always aligns with the visual representation of diversity and product efficacy on deeper skin tones.

Social Perception

Propa Beauty is perceived very positively, especially within the Black community and among consumers looking for makeup for deeper complexions. It's seen as a necessary and valuable brand that fills a significant gap in the market. Customers appreciate its direct approach to solving the "nude lipstick problem" for brown skin. The brand is respected for its Black ownership and its commitment to ethical (vegan, cruelty-free) practices. There's a strong sense of loyalty and community among its customer base, who often act as brand advocates. It's viewed as a high-quality, trustworthy brand that delivers on its promises.

Copy Examples

• •Headline (Social Media/Ad): "Your Melanin. Your Nude. Your Propa.**™** Finally, lipsticks crafted for our glow."
• •Body: "Stop the swatch-and-see disappointment. Propa Beauty delivers rich, lived-in nudes designed to complement your beautiful brown skin. Vegan, cruelty-free, and always on point. Find your perfect shade today."
• •Instagram Caption (UGC Feature): "Look at @[UserHandle] absolutely owning her shade 'Victress'! 😍 That’s the Propa power – confidence in every swipe. Tag us in your #PropaBeauty looks to be featured, sis!"
• •Email Subject Line: "The Nude Lipstick Struggle is Over."
• •Email Body Snippet: "Remember all those 'nude' lipsticks that looked anything but on you? We do too. That's why Propa Beauty was born. To give our skin the shades it deserves. Discover your true nude, made with love and the richest pigments."
• •Product Description Snippet: "Meet 'Finesse' – your new go-to warm terracotta. This creamy, vegan formula glides on effortlessly, delivering intense color that celebrates your complexion. Because you deserve a nude that’s truly yours, no compromises."
• •Website Banner Text: "Black-Owned. Vegan. Made for Us. This is Propa Beauty."