Brand Tone

Sassy & Humorous, Bold & Confident, Conscious & Ethical, Accessible & Inclusive, Playful & Edgy

Brand Values

• •Ethical Practices (Cruelty-Free & Vegan)
• •Non-Toxic Formulations (Clean Beauty)
• •Transparency
• •Self-Expression & Empowerment
• •Accessibility & Inclusivity
• •Fun & Attitude
• •Quality & Performance
• •Female Owned
• •Planet Positivity

Best Practices

• •Embrace the Sass: Don't be afraid to use playful language, witty remarks, and a bit of cheekiness. Think bold statements, not bland descriptions. Product names are a great source of inspiration here.
• •Be Unapologetically Bold: Use strong, confident language. Highlight the "attitude" of the brand. Use an active voice and direct address. Incorporate affirmations and empowering messages.
• •Lead with Ethics, but Make it Edgy: Always weave in the core values (vegan, cruelty-free, non-toxic) but present them as part of the brand's cool, conscious identity, not just a dry list of features. "Beauty with a conscience and an attitude."
• •Keep it Real and Relatable (with Humor): While aspirational, the tone should still feel approachable. A "good sense of humour" is key. Avoid overly formal or technical jargon unless explaining the "clean" aspects clearly.
• •Focus on Self-Expression and Empowerment: Frame products as tools for the customer to express their unique selves and feel confident. Use empowering calls to action that encourage individuality. "Be kind, be bold and bet on yourself, because you're unique AF."

Social Perception

Positive for Ethical Stance, Loved for Edgy/Fun Personality, Seen as an Indie Brand with Unique Offerings, Quality is Generally Good, with Some Product Specific Feedback, Accessible Luxury

Copy Examples

• •Headline: Don't Just Follow Trends. Make Them Weep. Body: Your rules. Your rebellion. Our ridiculously clean, vegan color. Shop the new [Product Name] collection and show 'em who's boss. #TrustFundBeauty #BoldAF #VeganVibes
• •Headline: So Clean, It's Almost Criminal. (Almost.) Body: Yeah, our [Product Name] is 100% vegan, cruelty-free, and 21-free non-toxic. But that doesn't mean it can't pack a serious punch. Get ready for looks that kill, conscience clear. #CleanBeautyRebel #EthicalEdge #TrustFundFlair
• •Headline: Warning: May Cause Unstoppable Confidence. Body: Swipe on our [Lip Product Name]. Feel that? That's the power of bold hues and zero apologies. You're welcome. #Lipgasm #InvestInYourself #UniqueAF #TFBAttitude
• •Headline: Life's Too Short for Boring Nails (and Toxic Sh*t). Body: Dip your tips in pure, unadulterated awesome. Our [Nail Polish Name] is serving up major color, major sass, and absolutely zero nasties. Go on, get your claws out. #NailGoals #21Free #CrueltyFreeChic #TrustFundBeauty
• •Headline: Your Face Called. It Wants the Good Stuff. Body: Give it what it deserves: [Face Product Name]. Glow up with high-performance, vegan ingredients that love your skin as much as you'll love the look. Because investing in yourself isn't a luxury, it's a power move. #GimmeGoodFace #FundYourself #TFBGlow