Brand Tone

Approachable, empowering, authentic, relatable, and educational, with an emphasis on being "unfiltered" and real.

Brand Values

• •Inclusivity
• •Authenticity and Skin Positivity
• •Ethical Practices
• •Quality and Efficacy
• •Self-Expression

Best Practices

• •Speak Like a Friend: Use a conversational and approachable tone. Address the customer directly with "you" and "your." Share relatable experiences and beauty concerns.
• •Lead with Values: Consistently integrate core values like inclusivity, authenticity, and ethical practices into your messaging. Phrases like "for all skin tones," "vegan and cruelty-free," and "real beauty" should be staples.
• •Educate and Empower: Leverage the founder's expertise. Provide genuine tips, tricks, and tutorials that help customers use the products effectively and feel more confident in their makeup application.
• •Embrace the "Unfiltered" Aesthetic: Ensure that visual content aligns with the brand's message of authenticity. Prioritize minimally edited photos and videos that showcase real skin textures and diverse models.
• •Foster Community Dialogue: Encourage interaction by asking questions and featuring user-generated content. This reinforces the sense of community and makes customers feel seen and heard.

Social Perception

Positive, seen as high-quality, inclusive, innovative, and trustworthy. Praised for product performance, ethical practices (vegan, cruelty-free), and the founder's credibility. Perceived as a trailblazer in Singapore's beauty scene.

Copy Examples

• •Tired of concealers that cake and crease? So were we. Meet the UNFILTERED Complexion Pen. Creamy, buildable coverage that moves with your skin, leaving a radiant, real-skin finish. Celebrate your skin, don't just cover it.
• •Get that 'lit-from-within' glow in a heartbeat. Our BESTIE Blush Balm melts into your cheeks for a natural, dewy flush that lasts all day. Because the best kind of beauty is the one that feels like you.
• •Feeling bold? Or maybe just a little sparkly? Why not both? Our dual-ended GEMLINER is here for every mood and every look. Your eyes, your rules.
• •At SAHUR'S ART, we believe in makeup that's as real as you are. Vegan, cruelty-free, and created for every skin tone, our products are made to celebrate your unique beauty. No filters, no apologies. Just you.
• •Your skin journey is unique, and we're here to celebrate every part of it. Our products are designed by a makeup artist to be long-wearing, skin-loving, and always inclusive. What does 'unfiltered' beauty mean to you? Let us know below! 👇 #SahursArt #UnfilteredBeauty