inside the psychology of lowercase branding and why r.e.m. beauty nailed it

we really want to take you along our journey of launching croissance: what’s been inspiring us, what we’re noticing, and the cultural shifts shaping how people connect with brands. this week, we delved into one of our favourite details in design right now: lowercase branding. and no one does it quite like r.e.m. beauty.

There’s something quietly confident about lowercase branding. It’s soft, understated and, in the world of marketing, it’s starting to mean something more.

When Ariana Grande launched r.e.m. beauty, her branding immediately stood out. No capital letters, no shouts of superiority. Just a calm, minimalist name that felt modern and intimate. For Gen Z, that subtlety spoke volumes.

Scroll through social feeds and you’ll spot the pattern: lowercase has become shorthand for effortlessness. Brands like r.e.m. beauty, glossier, and fenty skin have made typography part of their personality, trading corporate polish for approachability. It’s branding that whispers, not shouts, and it’s working.

the psychology behind lowercase

It turns out there’s real science behind why lowercase branding feels different.

Research shows that uppercase letters make consumers see a brand as more competent, while lowercase lettering makes a brand feel warmer and more approachable.

That shift is about psychological distance: how close or far a brand feels from its audience. Uppercase typography creates a sense of formality and authority. Lowercase, on the other hand, closes that gap. It feels closer, more conversational, and less like a corporation talking at you.

For brands like r.e.m. beauty, that warmth is everything. The lowercase design speaks to authenticity and self-expression, qualities that resonate with Gen Z’s preference for brands that feel like friends, not institutions.

The research also found that cultural values play a role. In markets where hierarchy and power distance are stronger, uppercase still signals respect and credibility. But in spaces where individuality and equality are celebrated, lowercase becomes a visual shorthand for connection and trust.

For modern beauty and lifestyle brands, that’s the real takeaway.

why lowercase works now

This trend fits perfectly within a wider cultural shift toward quiet confidence. After years of maximalism and bold branding, consumers are gravitating toward subtlety. It’s not about less personality, but more honesty. Lowercase branding looks like what Gen Z already writes like — casual, familiar, and emotionally fluent.

Even the rhythm of lowercase typography mirrors the way this audience communicates. It’s softer on the eye, easier to scroll past, and feels more like a text from a friend than a campaign from a boardroom.

the future of lowercase

What started as an aesthetic is becoming a philosophy. Lowercase branding represents accessibility and authenticity in a digital world that’s saturated with uppercase noise. For Croissance PR, it’s a reminder that growth doesn’t always come from volume.