Brand Tone

Nurturing, transparent, educational, supportive, empathetic, with gentle confidence and heartfelt sincerity, like a trusted friend sharing well-researched, nature-based secrets.

Brand Values

• •Natural and Potent Ingredients
• •Sustainability and Eco-consciousness
• •Efficacy and Multi-functionality
• •Authenticity and Transparency
• •Cruelty-Free

Best Practices

• •Lead with Empathy: Always start by acknowledging the customer's problem or feeling to build an immediate connection.
• •Emphasize "Gentle Potency": Use descriptive language that balances natural and gentle attributes with powerful and effective results.
• •Weave in Your Values: Integrate brand values into your copy naturally, telling a story rather than just stating them.
• •Educate, Don't Just Sell: Use copy to teach customers about ingredients and product benefits, positioning the brand as a knowledgeable authority.
• •Maintain a Consistent Lexicon: Create and use a list of on-brand words and phrases repeatedly across all platforms for a cohesive voice.

Social Perception

Trustworthy, effective, and ethical small business; products are seen as high-quality and aesthetically pleasing, delivering tangible results for sensitive skin, and admired for their sustainable and cruelty-free practices.

Copy Examples

• •That feeling when your skin can finally breathe a sigh of relief. Our Intensive Care Skin Balm isn't just goo it's a gooey, velvety reset button for stressed, flaky, or irritated skin. Made with 13 potent botanicals and zero fillers, because your skin deserves nothing less than pure, gentle care. One swipe and your skin just knows. #TheVeryGoodGoo #SkinBarrierRepair #NaturalSkincare
• •Skincare that feels good, and does good. Tired of complicated routines with questionable ingredients? We believe in the power of nature. Our skincare is handcrafted in Sydney, is 100% palm-oil free, and we plant a tree for every balm sold. Restore your skin's natural glow and help restore a forest. That's a win-win. Shop the collection today. #SustainableBeauty #PlantATree #MadeInAustralia
• •Meet your straightforward secret to a glowing complexion. Our Bright As Day Serum is a concentrated blend of Vitamin C, Kakadu Plum, and powerful peptides designed to visibly fade dark spots and even out skin tone. It s potent, plant-based, and perfect for anyone whose skin is begging for a boost of radiance. No gimmicks, no irritation. Just pure, targeted nourishment for a healthy, lit-from-within glow.
• •For burnout, breakdowns & bare minimum days. We get it. Some days, a 10-step routine is the last thing on your mind. For those moments, your skin still deserves kindness. Here's how our multi-use balm can be your one-and-done hero...
• •Reviving Nature's Forgotten Wisdom. Velvety, natural botanical skincare made for skin that craves touch, glow, and effortless care. Simple routines, real results.