Brand Tone

Professional, Passionate, and Educational

Brand Values

• •Efficacy and Quality
• •Ethical and Conscious
• •Customer-Centric Connection
• •Innovation

Best Practices

• •Always Anchor to "Hair Memory": This is the brand's most unique concept. Whether writing an ad, product description, or social post, find a way to connect the message back to the idea of rebuilding, retraining, or restoring hair's memory.
• •Lead with Passion, Support with Expertise: Start with emotional, passionate language ("love for hair," "crafted with passion") and follow it up with proof points like "20+ years of salon experience" and "perfectly concentrated formulas" to build trust and credibility.
• •Emphasize "100% Vegan" Consistently: This is a major value proposition. It should be mentioned frequently and prominently in product descriptions, social media bios, and advertisements to attract and retain the ethically conscious consumer.
• •Use Empowering and Relational Language: Employ words that create a partnership between the brand and the customer. Phrases like "your journey," "the connection with your hair," and "together we can" foster a sense of a supportive relationship.
• •Maintain a Clean and Professional Voice: Avoid overly casual slang or hype-driven language. The tone should mirror the minimalist, premium aesthetic of the packaging and website confident, clear, and focused on results.

Social Perception

Positive but niche. Perceived as trustworthy, premium, and specialized haircare by satisfied customers, particularly those valuing vegan and professional quality. Awareness is currently limited to its customer base and retail partners, not yet a widely recognized name in the broader international beauty market.

Copy Examples

• •Your hair remembers. It's time to create new memories of strength and shine. Years of styling and stress can lock your hair into a cycle of damage. Our Protein Hair Architect collection is designed to rebuild your hair’s memory, restoring its natural vitality from the inside out. 100% vegan and salon-perfected. Tap to begin your hair's new story. #HairMemory #VeganHaircare #YNI
• •The Architect of Your Hair's Revival. Go beyond simple conditioning. The Protein Hair Architect Mask is an intensive treatment that reconstructs the very bonds of your hair. Formulated by experts with over 20 years of salon experience, this 100% vegan mask infuses each strand with the proteins needed to rebuild, fortify, and restore its shine and elasticity. Forgive your hair for past damage. Rebuild its future.
• •It’s Not Just Haircare, It’s a New Beginning. Welcome to YNI! We were born from a simple belief: that everyone deserves to love their hair. Not just for a day, but forever. Our founder, a stylist with decades of experience, created our 100% vegan formulas to do more than just wash and style they rebuild your hair’s memory. Discover the YNI difference and get 15% off your first order.
• •We believe hair has a memory. What story do you want YOUR hair to tell? Use a poll sticker: "A) Strength & Power" "B) Shine & Radiance"
• •What Is Hair Memory and Why Is It the Key to Unlocking Your Best Hair? Have you ever noticed how your hair always wants to fall into the same part? That’s hair memory. Just like muscle memory, your hair can be trained. For years, you may have been unknowingly training it to be weak or frizzy. At YNI, we’ve developed a system to retrain and rebuild that memory, creating a new foundation of strength, elasticity, and shine...