I would market it first with its vegan base in mind, promoting the environmental and health benefits of this. I would also then market it as a brand first to get potential skeptics through the door so that they may later be more interested in vegan beauty and incorporating that into their routine.

You create anticipation surrounding the product by clearly displaying launch dates, allowing people to pre-order so they don't miss out. Describing and convincing an audience that they need the product also contributes towards likelihood of pre-ordering or revisiting the brand.

I would avoid using potential trigger words and provide disclaimers to the audience. I would focus on building trust through using patient-focused comprehensive language as to break down stigma surrounding professional mental help. I would avoid discussing heavier topics and focus on more general relatable ones but signposting to how the company can help explore mental health further.