Brand Tone

Authentic, Transparent, Nurturing, Caring, Holistic, Earth-Conscious, Passionate, Intentional, Gentle, and Effective

Brand Values

• •Natural & Non-Toxic
• •Transparency
• •Sustainability & Eco-Friendliness
• •Handcrafted Quality & Efficacy
• •Holistic Well-being
• •Customer-Centric

Best Practices

• •Embrace Storytelling: Consistently weave in the founder's journey and the "why" behind the brand. This reinforces authenticity and passion.
• •Prioritize Ingredient Transparency: Always be clear and proud about the natural, plant-based ingredients. Explain their benefits simply and honestly.
• •Use Nature-Inspired Language: Incorporate words and imagery that evoke nature, earth, purity, and holistic well-being (e.g., "botanicals," "earth-derived," "nourish," "harmony," "ritual").
• •Maintain a Nurturing and Inclusive Voice: Speak to the customer with care and understanding, acknowledging their desire for safe, effective products for themselves and their families.
• •Highlight Eco-Commitments: Regularly and clearly communicate sustainability efforts, from sourcing to packaging, to reinforce the brand's dedication to the planet.

Social Perception

Positive Customer Reviews: Gentle yet effective, especially for sensitive scalps. Trusted for Clean Beauty: Recognized by retailers and blogs specializing in clean and natural beauty. Appreciation for Eco-Consciousness: The commitment to sustainability and natural ingredients resonates well with environmentally aware consumers. Seen as a Solution to "Greenwashing": A trustworthy alternative. Valued for Transparency: Honesty about ingredients and processes.

Copy Examples

• •Headline: "Purely Plant-Powered. Truly Transparent Hair Care." Body: "Tired of hidden chemicals and empty promises? At UNDER LUNA™, we believe in the nurturing power of the earth. Our handcrafted shampoos and conditioners are made with 100% natural, ethically sourced ingredients because your hair, and our planet, deserve uncompromising care. Discover the difference true transparency makes."
• •Headline: "Nourish Your Roots. Honor Your Ritual." Body: "Inspired by ancient wisdom and crafted with modern intention, UNDER LUNA™ invites you to transform your hair care into a nurturing ritual. Our gentle, plant-based formulas restore balance and vitality, from scalp to soul. Because healthy hair begins with a connection to nature."
• •Headline: "Gentle Enough for Your Littlest Luna, Effective Enough for You." Body: "From precious newborn strands to your own deserving locks, UNDER LUNA™ offers truly non-toxic care for the whole family. Our essential oil-free Luna Clear line is handcrafted with the most sensitive scalps in mind, proving that gentle can still be powerful. Experience the peace of mind that comes with pure, plant-derived ingredients."
• •Headline: "Small Batches, Big Impact (for Your Hair and the Earth)." Body: "At UNDER LUNA™, every bottle is a testament to our commitment: handcrafted in Portland, Oregon, with sustainably sourced botanicals and packaged with our planet in mind. We’re not just making shampoo; we’re cultivating a healthier relationship between your hair and the natural world. Join us in choosing care that truly cares back."
• •Headline: "Finally, Clean Hair Care That Actually Cleans (and Cares)." Body: "Disappointed by 'natural' products that don't deliver? UNDER LUNA™ was born from that same frustration. Our unique blend of root extracts and botanicals gently clarifies and revitalizes without stripping your hair's natural oils. Feel the clean, see the shine, trust the ingredients."