People of Substance

Updated: September 15, 2026

People of Substance sells clean body care made for tattooed skin: balms, balm sticks, kits and a studio candle, aimed at both fresh and healed tattoos. The homepage states the positioning in one line, “CLEAN BODY CARE FOR PEOPLE WITH TATTOOS”, and the mission page frames the range against a market split between drug-store ointments and cheaply made tattoo lotions. US based, shipping free over $45. Built on Shopify.

Website Design

A yellow paper ground. The stylesheet sets the body background to a paper texture rather than flat white, so panels, product cards and review blocks sit as white sheets on a warm tinted field.

Figtree with Bebas Neue buttons. Body and headings share a single family, Figtree. Buttons override it with Bebas Neue at 24px, uppercase and letterspaced, which gives calls to action a poster quality against otherwise plain text.

Colour used only where it acts. Body copy is #333232 and interface text #3a3a3a, buttons dark grey with white labels, sale prices a bright red #EA0606 and image overlays a mauve brown #685858. Button classes are named for their fills, yellow and green, the only saturated colours in the system.

Shopping Experience

Twelve products, kits first. The full catalogue is twelve items. Singles run from a balm stick at $15 through the Tattoo Balm jar at $18 to a Palo Santo Studio Candle at $39. The rest are kits and bundles, from the On-The-Go Kit at $28 to the Gift-A-Friend Kit at $56, each card showing the bundle price against a struck-through regular price.

A quiz as the entry route. Take the Quizz sits in the main navigation and repeats on the homepage under “What products are made for you?”, branching into repair and enhancement paths rather than pushing straight into a grid.

Product pages built like landing pages. Below the buy box come benefit tiles, a three-ingredient panel covering apricot, hemp and grape seed oil, then an accordion with usage notes for fresh versus healed tattoos, a full INCI list, fill weight and jar dimensions.

Reviews carried throughout. Star counts appear on collection cards, a homepage wall pulls from 115 reviews, and product pages show a rating distribution above individual entries.

Brand Storytelling

Story as the product. The mission page states it plainly: “We are a clean body care brand on a mission to highlight and preserve the unique stories behind people’s body art.” Stories of Substance is a standing editorial section with one entry per person.

A logo with a reading. The same page credits tattoo artist Lenny Mathé with the mark and reads it as the life stories that build inner character, closing on the hashtag preserveyourstory.

Notable Features

Free shipping stated above the header. The announcement bar carries the $45 threshold on every page, and the cart drawer repeats it.

Ingredient disclosure as a selling point. The full INCI list is on the product page rather than behind a link, alongside a separate ingredients page.

Wholesale beside retail. A wholesale page sits in the footer next to contact and FAQ, and a 2021 Beauty Independent awards nomination is cited on the product page.