Brand Tone

friendly, personal, and educational, approachable and supportive, empowering and encouraging, inclusive and authentic

Brand Values

• •Health and Wellness
• •Efficacy and Quality
• •Transparency
• •Sustainability and Ethics
• •Empowerment and Individuality

Best Practices

• •Always connect the copy back to the brand's origin story and mission, emphasizing well&belle's birth from a genuine desire for safe, non-toxic, and effective beauty solutions.
• •Speak from a personal and relatable perspective, using "we" and "I" (referencing the founder) to maintain a personal connection, sharing tips and experiences as with a friend.
• •Position the brand as a helpful guide in the world of clean beauty, educating on the benefits of ingredients and routines in simple, clear language to empower customers with knowledge.
• •Consistently use empowering and inclusive language, weaving phrases like "Be your own kind of beautiful" and "your beauty, your way" throughout all communications.
• •Emphasize that every product is carefully selected and tested, building confidence and assuring customers that "natural" and "organic" also mean high-performance and luxurious.

Social Perception

The brand is perceived overwhelmingly positively, lauded for its excellent and personalized customer service, curated selection of high-quality, effective natural products, and authenticity stemming from the founder's personal story. They are seen as a reliable and trustworthy source for green beauty, genuinely committed to health, quality, and ethical practices.

Copy Examples

• •Your beauty isn't a trend. It's uniquely you. Our job is just to give you the healthy, gentle, and effective tools to let it shine. ✨ #BeYourOwnKindOfBeautiful #wellandbelle
• •Tired of ingredients you can't pronounce? So were we. That's why every product at well&belle is personally tested and approved for its clean ingredients and amazing results. Discover your new favorite clean beauty routine today. Shop now for free shipping on orders over $89! #CleanBeauty #NaturalSkincare
• •Beauty that feels as good as it looks. We've done the research, so you can enjoy pure, effective, and non-toxic skincare and makeup with confidence. Welcome to well&belle.
• •Lise's Top 5 Picks for Happy Winter Skin
• •Wash away the day, not your skin's natural balance. This gentle, organic cleanser effectively removes impurities while nourishing your skin with calming botanicals. Because we believe healthy skin is the most beautiful skin.