The Art of Branding: Lessons from Ethical Beauty & Skincare
Apr 22, 2025
In my other business over at www.BhaktiRose.com.au I’ve been showcasing some of my favourite skincare and natural beauty brands over the last few weeks. Mostly I love these brands because the products are effective and luscious but I’d be lying if I said branding and pretty packaging don’t also win me over!
I thought I’d have a look here at what it is I love about the branding and aesthetic of these products as a way of diving into thinking about what helps us generate sales in terms of look and feel of the work we’re doing.
You can see the original blog about the products HERE.
I often reflect on what makes a brand truly stand out. Beyond clever marketing tactics, the most impactful brands weave storytelling and emotional connection into their offerings.
These brands embody values that deeply align with my values of ethical production, integrity, and intentionality. They are also pretty! Let’s explore what makes them so magnetic.
SIENNA NAIL POLISH: The Power of Values-Driven Branding
Sienna has built a brand rooted in ethics, sustainability, and transparency. Their nail polishes are as non-toxic as possible, their supply chain is clean, and their messaging is consistent and clear.
What makes them shine from a marketing perspective is that they stand firm in their values and communicate them with sincerity. Their visual identity is feminine and colourful making it instantly recognisable. Their branding creates an emotional connection, making customers feel part of something greater. Plus did I mention PRETTY COLOURS?!
As ethical entrepreneurs, we can learn from this. Consistency of branding and clarity of communication are what build trust.
CONNECTION BY FELICIA ROBEY: The Magic of Small-Batch, High-Touch Branding
Felicia’s brand is a masterclass in intimacy and artisanal storytelling. Every product is handcrafted with devotion, and her packaging, wrapped in repurposed fabric, makes the experience feel personal and sacred.
The power of story is central to her branding. Every product has a lineage, a purpose, and an intention behind it. Her deep attention to detail ensures that the way something feels in the hands of a customer is just as important as the product itself. She also demonstrates the value of word-of-mouth marketing. When a product is deeply loved and thoughtfully created, people share it naturally, and that is one of the most powerful forms of promotion.
For heart-centred businesses, this is key. The more intentional we are with our offerings, the more people feel compelled to share them.
PASSION BY DOTERRA: Emotional Resonance and Community Building
DoTerra is a powerhouse in emotional branding backed with efficacy of the product. Fragrance is deeply personal, it evokes memories, shifts emotions, and creates ritual.
Their marketing works because they market the idea of well-being, self-care, and transformation. Their business model is built on relationships, focusing on teaching and sharing rather than selling. They anchor their messaging in emotion, using evocative language that connects people to their products.
For Bhakti Businesses, this is a beautiful reminder that marketing can be oriented around education.
FORREST ESSENTIALS FACE OIL: The Luxury of Story and Heritage
Forrest Essentials has mastered the art of modern Ayurveda branding. Their products feel deeply luxurious, yet culturally rooted, which is what makes their brand so strong.
They honour tradition by paying homage to ancient Ayurvedic wisdom while making it feel both accessible and aspirational. Their packaging and presentation are exquisite. I am not really into luxury branding or packaging for the sake of it but I guess this is as close as I get. Their pricing strategy positions their products as an investment, reinforcing their value by anchoring them in deep ritual and storytelling. With this brand we learn the higher cost products and services can build a successful business if the market positioning and messaging is right. When I was in India recently and I went into their store the young woman who served me was so delightful, knowledgeable and helpful that I ended up buying more than I intended.
For those of us building businesses with spiritual foundations, this is a powerful example of how to honour tradition while bringing it into modern relevance and a customer service focus is helpful too.
RITUAL OIL: The Alchemy of Energy and Brand Presence
Ritual Oil captures mysticism, sensuality, and deep nourishment in a bottle. What I love most is that their brand feels alive, the marketing has an energy that draws you in. They show tons of testimonials and quite 'raw' marketing that feels 'home-made' (in a very deliberate way I'm sure).
Their branding creates an energetic experience, with every detail, from their website to their Instagram, designed to feel like a sensory journey. Sacred symbolism is woven through their visuals, copy, and product descriptions, adding layers of meaning. Their customers build a relationship with them.
This is a perfect example of branding as an extension of spiritual practice that feels relatable. If we build our offerings with intention, depth, and a sense of the sacred, our audience will feel it.
Sacred Business and Conscious Marketing: A Reflection
What I love most about these brands is the care, devotion, and clarity behind them. Ethical, heart-led businesses thrive when they stay true to their values, tell compelling and meaningful stories, focus on depth over volume, create an emotional connection, and design experiences rather than just products.
In service,
Katie Rose
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