Your glow, your rules.
Beauty shopping calibrated for Indian skin. A living brand styleguide defining the voice, tokens, 6-tone color science, signature motion, and curated collateral.
Name Rationale & Story
The naming architecture balances direct commercial intent with sensory beauty aspiration, built as a familiar two-word compound.
The Compound Structure
Glowcart = glow (the outcome every Indian shopper wants, and the luminous visual language) + cart (commerce, plainly).
It is a two-word English compound in the Lenskart/Instamart pattern. Easy to say across every Indian state and accent, free of forced puns or pseudo-French spellings, and naturally actionable as a verb (just Glowcart it
).
Naming Guardrail
English brand, feature, and sub-brand names only. Feature compounds remain identical in both English and Hindi UI views to preserve recognition.
Every Indian beauty drawer has one: the foundation that looked right in the shop and wrong in the lift mirror. We built Glowcart because shopping for beauty in India still assumed one kind of skin: swatches on one model, shades filed from “fair” to “dusky”, reviews from strangers whose skin looks nothing like yours.
Glowcart starts with you. Take a selfie and ToneMatch reads your tone and undertone in seconds. From then on, every lipstick, every foundation, every review is shown on skin like yours, across six Indian skin tones that we photographed and named without a single “fair” in sight. Build a routine that doesn't clash. Watch a creator go live and buy without leaving. Open a plum box sealed with a TrueSeal you can scan.
Pearl to Cocoa, every shade has a name. Your glow, your rules.
Sub-Brand & Feature Compound Hierarchy
| Feature / Sub-Brand | Customer Surface & Purpose | Pattern Type |
|---|---|---|
| Glow Profile | Saved skin identity | Compound |
| ToneMatch | Camera shade finder | Compound |
| Tone Deck | 6-tone swatch switcher | Compound |
| Skin Twins | Reviews from people with your profile | Compound |
| Label Lens | Ingredient decoder | Compound |
| Routine Studio | AM/PM routine builder | Compound |
| GlowLive | Live shopping | Compound |
| TrueSeal | Authenticity seal + scan | Compound |
| Glow Express | 90-min delivery | Compound |
| Glowclub / Sparks | Loyalty programme / its points | Compound / word |
| Glowcart Luxe | Physical stores | Brand + word |
| Brand Studio | Brand/seller portal | Compound |
| Plumline | Own label | Compound |
| The Journal | Editorial publication | Word |
Taglines & Hooks
Five calibrated verbal hooks deployed systematically across customer acquisition, product unboxing, and store architecture.
“Your glow, your rules.”
Appears on splash, customer packaging, app icon context, and homepage headline.
“Shop by your skin.”
Used on Tone Deck selectors, category filters, and navigation prompts.
“Every shade has a name.”
Printed on paper retail bags, shipping box interiors, and store glazing.
“Matched, swatched, sealed.”
Used across unboxing cards, guarantee badges, and checkout confirmation.
“Beauty, calibrated for Indian skin.”
Headline for agency portfolio, case study documentation, and press releases.
Logo, Symbol & Clear Space
Constructed from Playfair Display SemiBold letterforms with the luminous Orb anchor. Designed for maximum fidelity from 16 px favicons to 4.5 m architectural store fascias.
Plum on Porcelain. Used in web header and packing slip.
Orb + Sparkle. Favicon, app icon, and navigation dot.
Porcelain on Plum. Shipping mailer lid & splash screen.
Knockout sparkle. Flexo packaging, receipts, and carton stamps.
Interactive Motion Logo
Plays upon customer splash launch: Orb rise → Sparkle rotation → Wordmark clip reveal → Gloss sweep.
Opacity 0→1, scale 0.8→1 with glide ease.
90°→0° with scale spring bounce (0→1.25→1).
Letters reveal left-to-right via clip path mask.
30° specular white sheen sweeps across Orb.
Clear Space & Minimum Sizes (03 §6)
Clear space equals 1 full Orb diameter on all four boundaries. Minimum wordmark width is 72 px digital / 18 mm print. Below 24 px, the sparkle knocks out to preserve single-disc clarity at favicon scale.
Logo Misuse Guardrails (5 Don'ts)
Strict preservation rules to protect optical balance, color veracity, and brand trademark dignity.
No unapproved gradients or outlines
Never recolour the Orb gradient with foreign shades, never add drop shadows, and never outline the serifs.
No uppercase or font substitution
Never set 'GLOWCART' in all-caps or substitute Playfair Display with Karla or generic sans-serifs.
No busy photographic backgrounds
Never place the logo directly on high-contrast photos without a dedicated Plum or Porcelain scrim panel.
No stretching, rotation, or separation
Never distort aspect ratio, rotate the wordmark off-horizontal, or separate the sparkle from its 1 o'clock anchor.
No bullet point cannibalization
Never use the glowing Orb or sparkle as a generic bullet point icon or decorative list marker.
Colour Tokens & Live Contrast
Deep Plum, Blush, Champagne Gold, and Porcelain. Every color token maps to semantic roles with contrast ratios calculated live against their respective backgrounds in accordance with WCAG 2.1 AA/AAA.
Brand Gradients
Luminous Hero & Orb Glow
Page headers, the glowing Orb, skin quiz splash
Plum Sheen Finish
Mailer box 3D renders, splash hero, PR kit
ToneMatch Scan Bar
Vertical face-scanning laser shimmer in camera finder
Token Matrix & Live Contrast Arithmetic
| Token | Light Value | Dark Value | Light vs Surface | Dark vs Surface | Semantic Role |
|---|---|---|---|---|---|
| primary | #4A1942 | #F7C6C7 | 13.4:1AAA | 12.5:1AAA | Primary buttons, headers, key branding Plum on Porcelain ≈ 13.4:1 |
| onPrimary | #FFF9F7 | #4A1942 | 1:1Dec | 1.4:1Dec | Text and icons positioned on primary fills |
| surface | #FFF9F7 | #1A0B18 | 1:1Dec | 1:1Dec | Default page and viewport background |
| surfaceRaised | #FFFFFF | #26121F | 1:1Dec | 1.1:1Dec | Cards, floating sheets, modals, dialogs |
| surfaceAlt | #FBEFEC | #311827 | 1.1:1Dec | 1.2:1Dec | Section tints, pills, filter background chips |
| onSurface | #2A1027 | #F8EAF0 | 16.8:1AAA | 16.3:1AAA | Body text, form labels, general editorial copy |
| muted | #7A6475 | #BFA9B8 | 5.2:1AA | 8.7:1AAA | Secondary text, captions, timestamps, breadcrumbs |
| border | #EADBD8 | #3D2334 | 1.3:1Dec | 1.3:1Dec | Dividers, hairline separators, card strokes |
| accent | #F7C6C7 | #E3C58E | 1.5:1Dec | 11.4:1AAA | Chips, highlight rings, selected tone indicators Never for body text on light surfaces (1.5:1) |
| gold | #E3C58E | #E3C58E | 1.6:1Dec | 11.4:1AAA | Sparkles, Glowclub, ToneMatch scan shimmer, foil ≈ 8.4:1 on Plum. Decorative only on Porcelain. |
| success | #2E7D5B | #6FCF9E | 4.8:1AA | 10:1AAA | TrueSeal verified mark, in stock badge, completed steps |
| warning | #8A5A12 | #F2C46D | 5.7:1AA | 11.7:1AAA | Routine clash warnings, low inventory pill |
| danger | #B3261E | #FF8A80 | 6.3:1AA | 8.3:1AAA | Form errors, removal actions, failed authentications |
| live | #E0245E | #FF5C8A | 4.4:1AA Lg | 6.5:1AA | GlowLive badge, heart burst streams, live pin glow |
The 6-Tone Indian Skin System
Six unranked skin-tone families calibrated specifically for Indian undertones. Named intentionally from tactile organic elements, without hierarchy or colorism.
Interactive Tone Deck & Swatch Stage
Signature Interaction #1 · 420 ms easeWipe across 4 blend modes
Showing on Honey skin · Swatches are digital renders; shades may vary on screen.
Never label shades: “fair”, “dusky”, “wheatish”, or “deep”.
Never treat any tone as the “standard” or another as the “special case”. Do not use “brightening” as a synonym for lightening skin. Every tone family stands equally at the center of the customer journey.
Pearl
Model: Meghna B.Light with pink or neutral notes. Often burns before it tans.
Sand
Model: Rhea D.Light-to-medium with a golden base. Tans gently.
Honey
Model: Nandini R.Medium, golden to olive. Tans easily.
Amber
Model: Zoya M.Medium-to-rich with warm amber notes.
Cinnamon
Model: Ishita S.Rich brown with red or neutral notes.
Cocoa
Model: Priya A.Deep, luminous brown. Rarely burns.
Type Scale Specimen
Harmonious pairing of Playfair Display (editorial elegance), Karla (ergonomic mobile UI readability), and DM Mono (precise tabular figures).
Playfair Display
Loaded in 400, 600, 700, and Italic. Used for hero moments, brand headlines, and editorial nuance.
Karla
Loaded in 400, 500, 700. Open apertures, geometric clarity, and high legibility at 12–16 px.
DM Mono
Loaded in 500. Strict tabular figures for order tracking codes, rupee amounts, and shade IDs.
The 11 Type Steps
Tone of Voice & Writing Principles
Personality: Inclusive · Glamorous · Expert friend · Joyful. English first, with light Indian-English nuance (the humidity is doing the most
).
The expert friend, not the lecture
We know the chemistry, and we explain it the way a friend who happens to be a dermatologist would over coffee.
Every skin is the default
No hierarchy of tones. No 'fair', 'dusky', 'wheatish', 'brightening' as a synonym for lighter, or 'for dark skin' as an afterthought.
Honest glamour
Gloss and sparkle in the visuals, and straight talk in the words. No miracle claims, and no false urgency.
Playful, not pushy
Joy in small moments (a sparkle, a pun, a hearts burst), never at the shopper's expense. Zero confirm-shaming.
Copy Bank (All 42 Strings)
Authoritative microcopy from 03 §5. Every string is catalogued with its translation key, verified English copy, and culturally fluent Hindi.
“Your glow, your rules.”
“Your glow, your rules.”
“Every shade has a name. Let's find yours.”
“हर शेड का एक नाम है। आइए आपका शेड खोजें।”
“Swatched on six Indian skin tones. Tap one. Watch everything change.”
“छह भारतीय स्किन टोन्स पर प्रदर्शित। एक चुनें और बदलाव देखें।”
“Every box sealed. Every seal scannable.”
“हर बॉक्स सील बंद। हर सील स्कैन करने योग्य।”
“Six questions. Two minutes. A routine that actually fits.”
“छह सवाल। दो मिनट। एक रूटीन जो सचमुच आपकी त्वचा के लिए बना है।”
“Your selfie stays on your phone. We read the colour, not your face, and nothing is uploaded.”
“आपकी सेल्फी आपके फोन पर ही रहती है। हम सिर्फ रंग पढ़ते हैं, चेहरा नहीं, और कुछ भी अपलोड नहीं होता।”
“Find my shade”
“मेरा शेड ढूंढें”
“Take the skin quiz”
“स्किन क्विज़ शुरू करें”
“Add to bag”
“बैग में जोड़ें”
“Add routine · Save 10%”
“पूरा रूटीन जोड़ें · 10% बचाएं”
“Join live”
“लाइव से जुड़ें”
“Verify my seal”
“मेरी सील सत्यापित करें”
“Book a 20-min shade session”
“20 मिनट का शेड सेशन बुक करें”
“Re-match my shade”
“मेरा शेड फिर से मैच करें”
“Your bag's glowing… with potential. Start with your shade?”
“आपका बैग चमक रहा है… संभावनाओं से। क्या अपने शेड से शुरुआत करें?”
“Heart something. We'll keep it warm for you.”
“किसी पसंदीदा चीज़ को दिल दें। हम इसे आपके लिए सहेज कर रखेंगे।”
“No boxes yet. Your first one comes with a TrueSeal and two minis.”
“अभी तक कोई बॉक्स नहीं। आपका पहला बॉक्स TrueSeal और दो मिनी नमूनों के साथ आता है।”
“Nothing for '{query}'. Try 'lip gloss' or browse Lips.”
“'{query}' के लिए कुछ नहीं मिला। 'lip gloss' खोजें या लिप्स श्रेणी देखें।”
“No Skin Twins have reviewed this shade yet. Be the first, and help the next Honey find it.”
“किसी भी Skin Twins ने अभी तक इस शेड की समीक्षा नहीं की है। पहले समीक्षक बनें और अगली Honey की मदद करें।”
“No one's live right now. Next up: Thursday, 7 pm.”
“इस समय कोई लाइव नहीं है। अगला लाइव: गुरुवार, शाम 7 बजे।”
“No camera, no problem. Use a sample photo or answer 3 quick questions instead.”
“कैमरा नहीं है? कोई बात नहीं। एक नमूना फ़ोटो चुनें या 3 छोटे सवालों के जवाब दें।”
“It's a little dark. Face a window and try again.”
“रोशनी थोड़ी कम है। खिड़की की तरफ मुंह करें और पुनः प्रयास करें।”
“We can't see your face yet. Centre it in the oval.”
“हमें अभी आपका चेहरा नहीं दिख रहा है। इसे अंडाकार फ्रेम के केंद्र में रखें।”
“Payment didn't go through. Nothing was charged. Try again or pick another app.”
“भुगतान पूरा नहीं हो सका। कोई शुल्क नहीं काटा गया है। पुनः प्रयास करें या अन्य ऐप चुनें।”
“{shade} is out today. {closest} is your closest match. Want to see it?”
“{shade} आज समाप्त हो गया है। {closest} आपका सबसे करीबी मैच है। क्या आप इसे देखना चाहते हैं?”
“We lost the signal for a second. Your bag is safe.”
“इंटरनेट संपर्क एक पल के लिए टूट गया। आपका बैग पूरी तरह सुरक्षित है।”
“Glow on, {name}. Order {orderId} is confirmed.”
“Glow on, {name}। ऑर्डर {orderId} कन्फर्म हो गया है।”
“Your match: {shade}”
“आपका सही मैच: {shade}”
“Genuine. Packed at our Bhiwandi warehouse on 26 Sep, sourced directly from {brand}.”
“असली उत्पाद। भिवंडी स्थित हमारे वेयरहाउस में 26 सितंबर को पैक किया गया, सीधे {brand} से प्राप्त।”
“Routine saved. AM is {amSteps} steps, PM is {pmSteps}. Your skin's going to love the consistency.”
“रूटीन सेव हो गया। सुबह {amSteps} स्टेप्स, रात को {pmSteps}। आपकी त्वचा को यह नियमितता पसंद आएगी।”
“Thanks! Your review now helps every {tone} shopper.”
“धन्यवाद! आपकी समीक्षा अब हर {tone} खरीदार की मदद करेगी।”
“You're {tier} now. Free Glow Express and double Sparks on your birthday month.”
“अब आप {tier} टियर पर हैं। मुफ़्त Glow Express और आपके जन्मदिन के महीने में दोगुने Sparks।”
“Zoya is live: 'Base for 40°C'. Your shade's pinned in 2 minutes.”
“Zoya लाइव हैं: 'Base for 40°C'। आपका शेड 2 मिनट में पिन होगा।”
“Your box is out for delivery. Arriving by 7 pm. Keep your seal scanner handy ✨”
“आपका बॉक्स डिलीवरी के लिए निकल चुका है। शाम 7 बजे तक पहुंचेगा। अपना सील स्कैनर तैयार रखें ✨”
“It's been 90 days since your last ToneMatch. Summer tan? Re-match in 8 seconds.”
“आपके पिछले ToneMatch को 90 दिन हो चुके हैं। गर्मियों की टैनिंग? 8 सेकंड में फिर से मैच करें।”
“Your sunscreen should be running low about now. Reorder in two taps?”
“आपका सनस्क्रीन अब खत्म होने वाला होगा। क्या दो टैप में दोबारा ऑर्डर करें?”
“Back in stock: {shade}. We saved you one for 24 hours.”
“वापस स्टॉक में उपलब्ध: {shade}। हमने आपके लिए 24 घंटे इसे सुरक्षित रखा है।”
“Added to bag · {shade}”
“बैग में जोड़ा गया · {shade}”
“Tone switched to {tone}”
“टोन बदलकर {tone} किया गया”
“Heads up: {active1} and {active2} on the same night can irritate. We've moved {active2} to Tuesday and Friday.”
“ध्यान दें: एक ही रात {active1} और {active2} लगाने से त्वचा में जलन हो सकती है। हमने {active2} को मंगलवार और शुक्रवार पर स्थानांतरित कर दिया है।”
“Coupon {code} applied. You saved ₹{amount}”
“कूपन {code} लागू हुआ। आपने ₹{amount} बचाए”
“Saved to Loves”
“Loves में सेव किया गया”
Motion Specimens & Principles
Principles: Glide, don't bounce (default ease cubic-bezier(0.22, 1, 0.36, 1)). Light is the motion. Stagger reveals the range (30 ms/item, capped at 12 items).
Tone Deck Wipe
Circular clip-path expansion revealing tone arm swatch & swatches.
ToneMatch Scan Shimmer
Gradient laser bar sweeps face oval across two passes with Champagne glow.
GlowLive Hearts Burst
Stream of floating hearts rising 220 px with ±18 px sinusoidal drift.
Specular Gloss Sweep
A 30° white gradient sweep across primary buttons and the Orb on success.
Photography Direction & AI Prompts
Warm neutral grade with lifted plum blacks and champagne bounces. Never airbrushed, never bleached. Real texture, authentic skin diversity.
Real Indian faces across 6 tones
Cast real people representing Pearl through Cocoa with natural visible pores and skin texture.
No synthetic smoothing filters
Never airbrush out natural pores, fine lines, or undertone variations.
Cinnamon or Cocoa in lead frame
Every campaign imagery set places richer skin tones in the primary prominent position.
No colorist hierarchy
Never place lighter skin models forward with deeper skin models in background shadow.
Swatches photographed on real skin
Lipsticks and foundation swatches are swatched directly on arms representing the 6 tones.
No glass or digital simulated smears
Never display cosmetic formulas on clinical glass slides or digital colored rectangles.
5 Authoritative AI Image Prompts (03 §11)
1-Click CopyUsed to generate photorealistic imagery in Midjourney / Imagen, leaving dedicated plain areas for Photoshop logo compositing.
Packshot (Hero Product Bottle)
“Studio packshot of a frosted glass serum bottle with a matte plum cap and dropper, on warm off-white seamless background, soft top-left key light, subtle champagne gold bounce, gentle reflection, a single serum droplet on the surface, 85mm, high detail, plain unlabeled bottle front”
Tone Deck Arm Swatches
“Close-up of an inner forearm of a South Asian woman with warm golden honey-toned skin, visible natural skin texture, soft daylight from a window, neutral warm background, no makeup on the arm, nothing on the skin, macro 100mm, colour-accurate, no retouching”
Hero Campaign (Diversity & Radiance)
“Editorial beauty portrait of three Indian women of different skin tones, from light warm to deep cocoa, laughing together, dewy skin, glossy lips, plum and blush wardrobe, soft window light, Mumbai apartment with arched windows, shallow depth of field, 50mm, film grain”
Physical Unboxing Moment
“Top-down photo of an opened deep plum shipping box with blush pink interior, blush tissue paper folded back, a frosted glass foundation bottle and two small sample sachets inside, a round holographic seal sticker on the tissue, warm natural light, marble tabletop, plain surfaces for logo placement”
Glowcart Luxe Store (Retail Interior)
“Interior of a premium beauty store in Bengaluru, arched shelving wall in deep plum lacquer with champagne gold trim, a round try-on counter with ring lights, blush terrazzo floor, soft warm lighting, customers testing makeup, wide angle 24mm, architectural photography”
Mockup Gallery & Physical Collateral
Specification registry for physical touchpoints detailed in 07. Placeholder visual slots wire directly to media IDs, awaiting Phase 5 3D/AI photoreal renders.