Brand Tone

professional, educational, and authentic

Brand Values

• •Efficacy and Results-Driven
• •Authenticity and Transparency
• •Clean and Ethical Practices
• •Sustainability
• •Expertise and Education

Best Practices

• •Lead with Expertise: Always frame communication from a place of professional knowledge. Use phrases like "From our treatment room to your home," "Esthetician-formulated," and "The science behind..." to reinforce the brand's authority.
• •Emphasize the "Why": Continuously circle back to the founder's story. Remind the audience that the brand was born from a real esthetician's frustration with the industry, which builds authenticity and trust.
• •Be Specific and Educational: Instead of just saying a product "works," explain how it works in simple terms. For example, instead of "anti-aging," describe it as "supporting collagen production and strengthening the skin's integrity." This educates the consumer and builds confidence.
• •Use "Real" Language: Consistently use the brand's key messaging of "real ingredients, real skin, real people, real results." Avoid over-the-top marketing claims and focus on relatable benefits like "a healthy glow" or "calm, hydrated skin."
• •Maintain a Clean and Professional Visual Identity: The clean, minimalist, and professional look of the website and packaging should be mirrored in all social media content. This visual consistency reinforces the brand's values of transparency, science, and purity.

Social Perception

The public perception of ästhetik skincare is overwhelmingly positive, with customers frequently praising the visible results of the products, leading to 'glowing' and 'healthy' skin. The founder, Alexis Pfropper, is consistently viewed as knowledgeable, professional, and genuinely caring, fostering trust. Reviews highlight product effectiveness for various concerns, and the physical spa's 'clean,' 'beautiful,' and 'relaxing' atmosphere translates to the brand's online aesthetic, reinforcing personalized care.

Copy Examples

• •Tired of marketing hype? We were too. That’s why we created Liquid Gold. Formulated by an esthetician, not a marketing team, this serum is our answer to compromised, stressed-out skin. It’s not magic, it’s science. Plant-based lipids and antioxidants work to restore your skin’s barrier, leaving you with a calm, nourished glow. Real results, no fluff. #ästhetikskincare #TheScienceOfPureSkin #RealResults
• •Esthetician-Formulated. Cruelty-Free. Seriously Effective. Welcome to the future of your skin.
• •Your personalized skincare routine is waiting.
• •At ästhetik skincare, 'clean' isn't a trend—it's our foundation. Founded by esthetician Alexis Pfropper, our Leaping Bunny certified, plant-based formulas are designed to solve skin problems, not just cover them up. Discover the difference expertise makes. Take our 2-minute skincare quiz and find your perfect routine today.
• •Melt away the day without stripping your skin. Our Reset Cleansing Oil was created to be the perfect first step in a professional double-cleanse routine. A blend of nutrient-rich oils dissolves stubborn makeup, sunscreen, and excess sebum, purifying pores while leaving your skin’s delicate moisture barrier intact. The result is skin that feels soft, clean, and perfectly prepped for the rest of your ritual. Suitable for all skin types, even oily and acne-prone.