Brand Tone

Approachable, Results-Oriented, and Encouraging

Brand Values

• •Accessibility & Inclusivity
• •Simplicity & Efficiency
• •Quality & Efficacy
• •Cruelty-Free
• •Community

Best Practices

• •Lead with the Solution
• •Use "You-Centric" Language
• •Incorporate Social Proof and Testimonials
• •Emphasize Core Values
• •Maintain an Encouraging and Positive Tone

Social Perception

Generally positive but polarized. Loyal customers praise effective products, fast delivery, and value. Critics cite product unsuitability for some skin types, question marketing ethics, and perceive the brand as dated by some, reliable by others.

Copy Examples

• •Headline: Your 5-Minute Face to a More Confident You. Body: Tired of a complicated makeup routine? Our iconic 6-in-1 Professional Powder combines your foundation, concealer, bronzer, and more into one simple compact. Get that flawless, airbrushed finish in just a few swipes and feel ready for anything.
• •Headline: The Secret to Effortless Radiance is Out. Body: Join the #tlsquad! Discover the Silk Airbrush Foundation that thousands of women are calling their holy grail. It’s lightweight, buildable, and gives you that "your skin but better" glow. See their stunning before-and-afters and find your perfect match today.
• •Headline: All Glam, No Guesses. Body: Finding the perfect foundation shouldn't be stressful. With our Colour Swap Guarantee and a range of shades for every skin tone, you can shop with confidence. Plus, all our products are 100% cruelty-free, so you can feel as good as you look.
• •Headline: Don't Just Cover Imperfections. Blur Them. Body: Dark circles and fine lines met their match. Our Age Reverse Concealer doesn't just hide—it instantly blurs and brightens for a refreshed, youthful look. Formulated to be creamy and crease-proof for all-day wear.
• •Headline: From New Zealand, For Your Beauty Bag. Body: For over 20 years, we've been dedicated to one mission: creating high-quality, easy-to-use makeup that delivers real results. Experience the trusted quality that started it all and unlock your most glamorous self.