When was the last time you called up a website and were so surprised by the copy that you actually took a moment to appreciate it? Instead of zooming in on the images of whatever product you were hunting down or menu you were checking out, you let your fingers hover for a few seconds…and read the words. At least for me, it’s not a common occurrence.

And most websites are written that way intentionally: The copy is like a chain of signposts directing you speedily toward the primary call-to-action—to complete your order or make a reservation.

But some sites do succeed in using writing to stand out, to infuse the brand with personality, and checking them out is a great exercise in expanding how you think about online content. So when I come across something particularly well done, surprising or inspirational, I’ll share it. You never know what might get the gears turning when it comes time to tackle your own project.

First up: a beauty company with branding that’s funny—and bold.