Brand Tone

Conscious and Mindful, Passionate and Purpose-Driven, Empowering and Positive, Transparent and Honest, Innovative and Pioneering, Luxurious yet Accessible, Inspired and Ethereal

Brand Values

• •Sustainability
• •Clean Beauty
• •Ethical Practices
• •High Performance and Efficacy
• •Transparency
• •Innovation
• •Well-being and Positivity

Best Practices

• •Weave in the "Why": Consistently communicate the mission behind ĀTHR Beauty – the drive for clean, sustainable, and ethical products without compromising on performance. This purpose resonates deeply with the target audience.
• •Highlight "Sustainable Luxury": Marry the concepts of high-impact, beautiful cosmetics with their eco-conscious and ethical production. Use descriptive language that evokes both quality and consciousness.
• •Maintain Radical Transparency: Be explicit about ingredient choices (especially what is excluded), sourcing practices (fair-trade, vegan, cruelty-free), and packaging innovations (recyclable, zero-waste). This builds unwavering trust.
• •Channel "Good Vibes" and Empowerment: Use uplifting, positive, and inspiring language. Focus on how the products and brand values make the consumer feel radiant, confident, and good about their choices. Reinforce the #goodvibesbeauty message.
• •Stay True to Natural and Ethereal Inspirations: Continue to draw metaphors and imagery from desert landscapes, crystals, and cosmic elements in product names, descriptions, and visual storytelling to maintain a unique and authentic brand voice.

Social Perception

Highly Regarded for Ethics, Effective and Quality Products, Pioneer in Sustainability, Trustworthy due to Transparency, Loyal Customer Base, Seen as Premium but Justified, Industry Influence

Copy Examples

• •Headline for Relaunch: "ĀTHR Beauty Returns: Still Radically Clean. Still Powerfully You. Rediscover Conscious Beauty This Summer."
• •Instagram Post for a New Product: "Meet the [New Product Name] ✨. Infused with [Key Ingredient e.g., ethically-sourced Mica] and desert-nurtured botanicals, it’s pure vibrant color that loves your skin and the Earth. Packaged in our signature 100% recyclable materials, of course. #ĀTHRBeauty #CleanMagic #SustainableGlow"
• •Email Body Snippet: "At ĀTHR Beauty, we believe what’s left out is just as important as what goes in. That’s why our formulas are always vegan, cruelty-free, and ban over 2700 questionable ingredients. Experience the high-performance difference of truly clean, crystal-charged cosmetics. Good for you, good for the planet."
• •About Us Page Excerpt: "Born from a revolutionary idea: that beauty could be luxurious, high-performing, AND radically sustainable. ĀTHR Beauty pioneered the first zero-waste palettes, championing a new standard for conscious cosmetics. Our journey continues, inspired by the universe, grounded in ethics."
• •Product Page Benefit: "Kind to Skin, Kind to Planet: Our [Product Name] is crafted with organic prickly pear oil for hydration and uses only fair-trade, ethically-sourced pigments. Plus, feel good knowing your purchase supports 1% for environmental charities."