Tone of Voice
Product Naming
Website Copy
The Brief
Hello Klean already had the proof. Clinical trials and a flood of glowing DMs spoke for themselves. What they didn’t have was a voice to match. One sharp enough to cut through an industry drowning in empty promises but still warm enough to feel human. I partnered with founder Karlee to shape a brand voice from the ground up. The goal? To hit that sweet spot between bold, attention-grabbing language and avoiding the scaremongering that clogs the beauty space.
The Approach
I made hard water the villain and called it out head-on, with just enough wit to keep things fresh. The voice thrived on contrast. Ingredient breakdowns and proven benefits were written straight, clean, no-nonsense. Everywhere else, I let the language breathe a little. No one needs another “miracle product” promising Rapunzel hair overnight. What people do need is proof — and proof that still has a bit of personality.
From there, I built a verbal toolkit anchored in water-led language designed to stick. Lines like “spilling water’s dirty secrets” and “untapping the source to consistently better hair and skin” gave the brand a vocabulary that was ownable, memorable and impossible to confuse with anyone else.
TAGLINE
Water has a dirty secret. We're here to spill it.
The Result
Once I zeroed in on water as the enemy, the creative direction clicked. Water became the villain — sometimes the root cause, other times the sneaky saboteur behind your skin and hair woes. Hello Klean was all about helping people feel like themselves again, putting them back in the driver’s seat. No more flare-ups setting the rules and no bowing to the impossible standards of the beauty industry.
Here’s how the voice came to life in practice.
Home
Let’s talk about the elephant in your bathroom.
The truth about your water? It’s worse than you think. Every shower exposes you to a mix of minerals, metals and impurities. If an itchy scalp, bumpy skin or crispy hair sound familiar, Hello Klean helps you break free from hard water’s damage. So your hair and skin can feel like themselves again.
About
Crispy-feeling strands, a flaky scalp, bumpy skin—the endless battle with these issues can be downright draining.
A water-first approach to beauty? Game-changing. And really, it shouldn’t be.
Hello Klean was created to spill water’s dirty little secrets, freeing you from its grip and putting you back in control. With every drop, during and long after your shower, you reclaim hair and skin that finally feels like you again.
Product Descriptions
Uninvited yellow tones crashing the party? Not with this in your shower stack. With its cool violet undertones, this cloud-like conditioner does more than just baby your hair. It tackles hard water’s dulling effects, setting the stage for your blonde’s comeback.
Brand Lines
Let's talk about the elephant in your bathroom.
Tried everything? Meet Hello Klean.
Flare-ups aren’t your destiny. Let's get you back in the driver’s seat.
Agency: Two Times Elliott, Photography: Christian Henry Smith
