Brand Tone

Educational & Authoritative, Empowering & Encouraging, Natural & Authentic, Caring & Ethical, Direct & Honest

Brand Values

• •Expertise & Education: Providing users not just with products, but with the knowledge to use them effectively for natural results.
• •Natural Beauty Enhancement: Focusing on products that enhance existing features rather than drastically altering them.
• •Individuality & Self-Expression: Encouraging people to define beauty on their own terms.
• •Quality & Efficacy: Products are designed for ease of use and to deliver visible, natural results, born out of the founder's frustration with existing market options.
• •Ethical Practices: Commitment to cruelty-free production and responsible packaging.
• •Social Responsibility: Supporting mental health organizations.
• •Simplicity & Refined Approach: The product line and its branding aim for a "refined simplicity" that is easy to connect with and use.

Best Practices

• •Lead with Education: Frame content around teaching and sharing expertise. Use "how-to" formats, explain the "why" behind techniques, and position the brand as a knowledgeable guide.
• •Emphasize Natural Results: Consistently use words like "natural," "effortless," "hair-like," and "enhance" when describing product benefits. Avoid language that suggests drastic alteration.
• •Be Empowering and Inclusive: Use language that uplifts and encourages self-acceptance. Reinforce the idea that the products are tools for individual expression, not for conforming to a single standard.
• •Maintain Authenticity and Directness: Speak honestly about brow challenges and solutions. Share the founder's story and the "why" behind the brand to build a genuine connection.
• •Highlight Ethical Commitments: Regularly and transparently communicate the brand's cruelty-free status, responsible packaging efforts, and support for mental health to reinforce these core values.

Social Perception

Customers generally perceive Relume Cosmetics positively, often highlighting the quality and effectiveness of the brow products, especially the Full On Brow Pencil for creating natural, hair-like strokes. The educational content provided by the founder is well-received and appreciated by users seeking guidance on brow grooming and makeup application. The brand is seen as trustworthy due to the founder's background as a brow artist. The commitment to cruelty-free practices and responsible packaging resonates well with ethically-minded consumers. Some reviews mention the products are on the pricier side, but many feel the longevity and quality justify the cost. The brand's TikTok presence, especially through "The Eyebrow Expert," is strong and engaging, with many users expressing satisfaction with the tips and product demonstrations. The connection to mental health advocacy adds a layer of depth and positive perception to the brand.

Copy Examples

• •Tired of brow products that miss the mark? Relume Cosmetics was born from an expert's quest for the perfect, natural brow. Discover easy-to-use essentials and finally love your brows. #RelumeRealBrows #ExpertApproved
• •Your brows, your rules. Relume empowers you to enhance your unique beauty with high-performance, cruelty-free brow care. Learn how with our expert tutorials. #BeautyTheWayYouSeeIt #RelumeValues
• •Say goodbye to harsh lines and hello to effortlessly natural brows. Our Full On Brow Pencil delivers hair-like precision for a look that's all you. Bonus: we're cruelty-free and support mental wellness. #NaturalBrowPerfection #RelumeCares
• •More than just makeup. Relume Cosmetics is about education, empowerment, and ethical beauty. Achieve your best brows while supporting a brand that gives back. #EthicalBeauty #BrowExpertise #MentalWellness
• •Unlock the secret to balanced, beautiful brows that look and feel natural. Created by a brow artist, for you. Explore our curated collection and how-to guides. #RelumeBeauty #YourBestBrows