Brand Tone

Inspiring and Aspirational, Conscious and Ethical, Approachable and Youthful, Transparent and Educational.

Brand Values

• •Sustainability
• •Transparency
• •Holistic Beauty
• •Innovation
• •Social Responsibility

Best Practices

• •Always Pair "Cute" with "Conscious": In every piece of communication, link the aesthetic appeal ("kawaii," "sparkle," vibrant colors) with the ethical backbone (clean, sustainable, plastic-free). This duality is your unique selling proposition.
• •Lead with Your "Why": Remind your audience that Rulie was born from a desire to create something better. Share the student-led origin story often; it builds authenticity and community.
• •Use Youthful, Positive, and Empowering Language: Employ an uplifting and inspiring tone. Use words like "revolution," "redefine," "future," and "next generation" to articulate your mission.
• •Be Transparent in Detail: Don't just say "sustainable." Say "our packaging is made from upcycled waste rice." Don't just say "clean." Say "our glitter is made from natural mica, not microplastics." Specificity builds trust.
• •Engage Your Community as Co-creators: Position your customers and followers as part of the movement. Use user-generated content, ask for their opinions, and feature their looks. Frame them as fellow pioneers in the "new standard of beauty."

Social Perception

Rulie is perceived as a fresh, innovative, and mission-driven brand. It is seen as a pioneer in the Japanese market for combining 'clean beauty' principles with a strong 'kawaii' aesthetic, addressing a previously underserved niche. The brand's student-led origin generates positive sentiment and is a strong part of its identity. Customers and followers are drawn to the brand's ethical stance as much as the product itself, with the unique packaging often highlighted.

Copy Examples

• •Sparkle with a purpose. ✨ Our First Clean Beauty Eyeshadow Palette is proof that you don't have to choose between 'clean' and 'cute.' Made with plastic-free mica glitter and housed in a recycled paper case. Shine on, knowing your beauty choices are making a difference. #Rulie #CleanBeauty #SustainableKawaii
• •Meet the eyeshadow palette that's changing the game. We packed our 'First Clean Beauty Eyeshadow Palette' with everything we wanted: stunning colors, brilliant shine, and a clear conscience. Designed for those who care about the planet but refuse to sacrifice on 'kawaii,' this palette is for you. From our plastic-free glitter to our upcycled rice-paper box, every detail is crafted with care for your skin and our world.
• •Who says you can't be cute and conscious? We're a team of students rewriting the rules of beauty. Our clean eyeshadow is just the beginning. Join the Rulie revolution! #CleanBeauty #StudentLed #NextGenBeauty
• •Looks good, does good. Your new favorite eyeshadow is here.
• •Rulie: Clean x Kawaii. All the sparkle, none of the plastic. #SustainableBeauty #PlasticFree