Brand Tone

Approachable, Friendly, Empowering, Confident, Informative, Helpful, Clean, Conscious, Modern and Trendy.

Brand Values

• •Clean Beauty: Formulating products without harmful ingredients like parabens, gluten, talc, petrolatum, mineral oil, and SLS.
• •Cruelty-Free: A strong commitment to not testing on animals. Many products are also vegan.
• •Skincare-Infused Makeup: The core philosophy that makeup should also care for the skin, offering "makeup meets skincare."
• •Inclusivity: Offering a wide range of foundation shades to suit various skin tones.
• •Effectiveness and High Performance: Delivering visible results and long-lasting wear.
• •Multitasking and Simplicity: Creating products that serve multiple purposes to simplify beauty routines (e.g., their 4-in-1 products).
• •Sustainability: Moving towards more sustainable and recyclable packaging.

Best Practices

• •Always Emphasize "Clean" and "Kind": Consistently highlight the cruelty-free status and the absence of harsh chemicals in product descriptions, social media posts, and ad copy. Use phrases like "good-for-your-skin," "gentle yet effective," and "PÜR and simple."
• •Focus on Benefits, Not Just Features: Instead of just listing ingredients, explain *how* they benefit the skin (e.g., "Ceretin Complex helps smooth the appearance of skin" rather than just "Contains Ceretin Complex"). Translate product features into tangible user outcomes like "effortless glow" or "simplified routine."
• •Maintain an Empowering and Inclusive Voice: Use language that uplifts and celebrates all forms of beauty. Highlight diverse representation in visuals. Address customers as "PÜR Beauties" to foster a sense of community.
• •Be Informative but Approachable: When discussing product technology or ingredients, avoid overly technical jargon. Keep the explanations clear, concise, and relatable. Use a friendly, conversational tone in social media interactions.
• •Show, Don't Just Tell, the Skincare-Makeup Hybrid: Use visuals (like before & afters, texture shots) and testimonials to demonstrate how the makeup products visibly improve or care for the skin. Reinforce the "makeup meets skincare" message across all platforms.

Social Perception

Trusted for sensitive skin, a go-to for complexion, an ethical choice, innovative, reliable, and good value.

Copy Examples

• •Simplify your routine, amplify your glow! ✨ Our 4-in-1 Love Your Selfie™ Foundation & Concealer isn't just makeup, it's skincare-infused goodness. Get flawless coverage that loves your skin back. #PURBeauty #CleanMakeup #SkincareMeetsMakeup #EffortlessBeauty
• •One stick, endless possibilities! 💖 Our Silky Tint Multitasking Stick with Peptides delivers a healthy pop of color for cheeks and lips while nourishing your skin. Effortless, clean, and oh-so-PÜR. Shop now! #PURCosmetics #MultitaskingMakeup #CleanBeautyRevolution #PeptidePower
• •Lashes that speak volumes, ingredients that speak PÜR. Introducing our Fully Charged Mascara, powered by magnetic technology to lift, define, and condition. No parabens, no gluten, just beautiful, healthy-looking lashes. Cruelty-free, as always. #PUREffect #CleanMascara #LashLove
• •Prep, Perfect, Protect ✨ Your PÜR-fect Canvas Awaits (with skincare benefits!)
• •My skin has never felt better! 🙌 Switching to PÜR's clean skincare and makeup has been a game-changer. Healthy skin, happy me! #PURBeauty #CleanSkincare #RealResults #GlowingSkin #CrueltyFree