Brand Tone

Professional, Empowering, and Community-Focused, blending an authoritative expert voice with an approachable, aspirational, and playful feel.

Brand Values

• •Quality and Professionalism
• •Education and Career Advancement
• •Innovation
• •Ethical Sourcing
• •Community

Best Practices

• •Lead with the "Why" for Stylists: Always connect the product feature to a professional benefit.
• •Balance "Babe" and "Boss": Maintain the dual-tone, using a friendly 'Babe' voice for community and an authoritative 'Boss' tone for educational/technical content.
• •Empower, Don't Just Sell: Frame copy around empowering stylists' goals and career advancement.
• •Leverage Social Proof: Consistently integrate testimonials and user-generated content to build trust and community.
• •Be Unapologetically Technical (When Appropriate): Use professional terminology in product descriptions and educational materials to respect stylists' expertise and reinforce authority.

Social Perception

Perceived as a high-quality, professional-grade brand and a reliable choice for experienced stylists. Its educational component is highly valued, helping stylists attract clientele. However, some perceive inconsistencies in hair quality between batches, and there are debates regarding its relationship with Donna Bella and direct-to-consumer sales, leading to mixed reviews on certain products.

Copy Examples

• •From subtle to showstopper. ✨ This is the power of a pro. @[Stylist_Handle] used 2 rows of our 22" Ideal Hybrid Wefts in 'Lacy' and 'Frankie' to create this seamless, sun-kissed dimension. Ready to become the go-to extension expert in your city? Tap the link in our bio for certification. #babehairextensions #babehair #hairextensions #handtiedwefts #stylisteducation #balayage
• •More Than Hair. It's a Career. Stop leaving money on the table. Hair extensions are the #1 most profitable service in salons. Our "Extending Your Profits" online course gives you the marketing and business skills to attract new clients and see a $10k return in one year—guaranteed. Enroll today and start building your six-figure dream. CTA: Get Certified
• •The Pro's Choice. The Client's Dream. Ethically sourced, 100% Remy human hair designed for flawless installs and radiant results. Give your clients the luxury they deserve. Button: Shop All Methods
• •Subject: Don't Miss Out! Up to 35% OFF For Certified Babes. Preview Text: Stock your station with our best-selling Tape-Ins and Wefts. Exclusive pro pricing inside.
• •Product: Tape-In Extensions in "Desert Rose" Description: Meet Desert Rose, our latest dimensional brunette. A rich, medium-brown base melts into subtle sunlit ends, creating a soft, lived-in look with zero processing time. Made from 100% Remy hair for a seamless blend and flawless finish. Perfect for adding warmth and depth that lasts.