Brand Tone

Ethical & Conscious, Caring & Gentle, Informative & Transparent, Empowering, Sophisticated & Simple, Luxurious yet Accessible

Brand Values

• •Ethical Practices (100% vegan and cruelty-free)
• •Health & Well-being (natural, organic ingredients)
• •Sustainability (eco-friendly practices)
• •Quality & Efficacy (effective and high-quality products)
• •Transparency (openness about ingredients and ethical standards)
• •Customer Empowerment (conscious consumer choices)

Best Practices

• •Use clear and concise language, avoiding jargon.
• •Highlight vegan, cruelty-free, and organic aspects prominently.
• •Emphasize the suitability of products for sensitive skin.
• •Incorporate customer testimonials and reviews to build trust.
• •Maintain transparency about ingredients and ethical standards.

Social Perception

Trusted for Sensitive Skin, Effective & High Quality, Environmentally Conscious, Positive Purchase Experience; Reflecting their tagline "Sophisticated simplicity for the independent mind."

Copy Examples

• •Discover our 100% vegan and cruelty-free skincare, crafted with organic ingredients for healthy, radiant skin. Safe for all skin types, including sensitive.
• •Experience the luxurious touch of our COSMOS-standard certified cleansers. Free from artificial preservatives, fragrances, parabens, and sulfates.
• •Embrace ethical beauty with our vegan makeup collection. High-performance formulas that are kind to your skin and the planet.
• •Our commitment to sustainability: eco-friendly packaging and ethically sourced ingredients. Because beauty shouldn't cost the earth.
• •Gentle yet effective: our vegan hair care range nourishes your hair with natural, organic ingredients, leaving it soft, strong, and healthy.