Brand Tone

conscious, feminine, empowering, informative, aspirational, inclusive, Scandinavian simplicity

Brand Values

• •Sustainability
• •Ethical Production
• •Transparency
• •Female Empowerment & Inclusivity
• •Quality & Durability
• •Combining Ethics & Aesthetics
• •Environmental Protection
• •Community & Responsibility

Best Practices

• •Lead with Values: Always weave in elements of sustainability, ethical production, and female empowerment into your messaging, even subtly. This reinforces what the brand stands for.
• •Use Empowering & Inclusive Language: Speak directly to your audience in a way that makes them feel understood, beautiful, and confident in their own skin, regardless of size or shape. Avoid jargon where possible, but when discussing materials or certifications, explain their benefits clearly.
• •Maintain an Honest & Transparent Voice: Be open about your processes, materials, and sustainability journey. If there are challenges, acknowledging them can build more trust than ignoring them. Authenticity is key.
• •Balance Aspiration with Accessibility: While showcasing beautiful designs and an ethical lifestyle, ensure the tone remains approachable and welcoming. Highlight the comfort and practicality alongside the aesthetics and ethics.
• •Focus on the "Why": Beyond describing the product (the "what"), always explain the "why" – why it’s made a certain way (sustainably, ethically), why it benefits the customer (comfort, beauty, confidence), and why it benefits the world (less impact, fair labor). This connects the product to a larger purpose.

Social Perception

Generally perceived very positively as a leader in sustainable and ethical lingerie. Customers and reviewers praise the brand for its strong commitment to sustainability and ethical practices, beautiful and feminine designs, quality of materials, transparency, and B Corp certification.

Copy Examples

• •Headline: Feel Beautiful, Inside and Out. Consciously Crafted. Body: Indulge in lingerie that loves you and the planet back. Our latest collection, made from GOTS-certified organic cotton and delicate recycled lace, is designed to empower every curve. Because sustainability is always in style. #SustainableStyle #EthicalLingerie #Underprotection
• •Headline: Your Everyday Elegance, Earth’s Gentle Embrace. Body: Discover loungewear that blends serene comfort with our unwavering commitment to the Earth. Soft, breathable TENCEL™ Lyocell ensures you feel cherished, while our B Corp certification means you’re choosing a kinder world. Wrap yourself in good. #ConsciousComfort #BCorp #UnderprotectionCare
• •Headline: Dare to be Bold. Designed to Protect. Body: Make a splash with our vibrant swimwear, crafted from recycled materials that help protect our oceans. Each piece is a promise – to you and to our planet. Express your unique style, confidently and consciously. #EcoSwim #FemininePower #ProtectWhatYouLove
• •Headline: More Than Just Lingerie. It's a Movement. Body: Choosing Underprotection means joining a community dedicated to positive change. From fair wages for our makers to innovative recycled fabrics, every detail is a step towards a more beautiful and sustainable future. Wear the change. #EthicalFashion #FemaleForward #SustainableJourney
• •Headline: The Softest Touch, The Kindest Choice. Body: Experience the luxury of lingerie that’s as gentle on your skin as it is on the environment. Our promise? No harmful chemicals, just pure, sustainable comfort that makes you feel effortlessly beautiful and uniquely you. #SafeForYou #SafeForThePlanet #UnderprotectionLove