Brand Overview
ERLY is a clean, dermatologist-founded skincare line designed for all ages and skin types. Our customizable system delivers exactly what your skin needs and nothing it does not. Every product is safe, effective, and gentle enough to share — built on our “less is more” philosophy.
Core Messaging
When talking about ERLY, please highlight:
Dermatologist founded and developed
Clean, cruelty-free, vegan formulas
Free from pore-clogging ingredients, essential oils, added fragrance, dyes, petrolatum, and parabens
Designed for all ages and stages
Customizable system for every skin type and daily need
Our philosophy: Doing less does more
Tone & Voice
Confident yet approachable
Warm, relatable, and inclusive
Clear and concise
Positive and empowering
Gender-neutral
Approved Taglines
You may use these in captions, blogs, or promotional copy:
Keep it simple. Make it personal.
Less filters, more realness.
Doing less does more.
Skincare by you.
Stir things up.
Unclutter your skincare.
Visual Guidelines
Always use official ERLY product images or approved lifestyle photography
Packaging, logo, and colors must match our provided brand assets
Photography style: clean, bright, and chic with natural lighting
Avoid visuals that are overly young, cartoonish, or off-brand
Creative product pairings (fruit, candy, ice cream) are welcome if they feel elevated and sophisticated
Do’s & Don’ts
Do
Lead with dermatologist founded and clean beauty positioning
Highlight that products are safe for everyone and customizable
Keep messaging inclusive and approachable
Don’t
Alter packaging or logo
Use language that skews overly feminine or beauty cliché
Use unapproved imagery or off-brand colorsou do not have branding guidelines, enter 'No branding guidelines'.
