Brand Tone

empowering, authentic, luxurious

Brand Values

• •Customization & Personalization
• •Empowerment & Inclusivity
• •Quality & Natural Ingredients
• •Customer Satisfaction
• •Sustainability

Best Practices

• •Lead with Empowerment: Always frame the message around what the customer can achieve—confidence, elegance, freedom—rather than just what the product does. Use active, inspiring verbs.
• •Emphasize "Custom & Clean": In every piece of copy, reinforce the dual promise of personalization ("your formula," "made for you") and clean ingredients ("sulfate-free," "premium botanicals"). This is your core differentiator.
• •Tell the Founder's Story: Weave the "why" behind the brand into blog posts, social media, and "About Us" pages. Mona's mission to redefine "elegant" hair is a powerful and relatable narrative that builds an emotional connection.
• •Use Sensory and Luxurious Language: Words like "elegant," "luxurious," "whipped," "shine," and descriptions of the scent ("smells so elegant") elevate the product experience. Describe how the product feels and smells, not just its function.
• •Leverage Customer Voices: Continue to use testimonials and customer names (like Margaret, Christopher, Salma) in marketing materials. Encourage user-generated content by creating a branded hashtag and featuring customers to build a stronger sense of community and authenticity.

Social Perception

CURLē is perceived positively by its customers, who praise the products' effectiveness, pleasant sensory experience (e.g., elegant smell, lightweight feel), and the trust and value derived from its customization. While effective and appreciated by its users, it currently has a limited mainstream social media presence.

Copy Examples

• •Your Curls. Your Boardroom. Your Power. Stop straightening for the C-suite. Your natural texture isn’t just beautiful—it's your signature. Our custom-formulated curl cream, made just for your hair type, delivers flawless definition and frizz-free confidence that lasts through every big decision. It’s time to reshape the narrative. #CURLēConfidence #NaturalHairInCorporate
• •Tired of the guesswork? Your perfect curl formula is here.
• •Simplify your routine, not your curls. Our Custom Whipped Styling Cream is handmade and individually filled to meet your unique hair goals. Using premium, ethically-sourced botanicals, this lightweight formula defines every strand, eliminates frizz, and unlocks a soft, touchable finish. Free from silicones, sulfates, and parabens. Just pure, personalized curl perfection.
• •One size fits all? Not for curls. Your curls are unique. Your hair care should be too. Take our 2-minute quiz to tell us about your hair, and we'll handcraft a formula designed to help you achieve your goals—from added volume to deep hydration. Get 15% off your first custom order and discover the CURLē difference.
• •Handmade for your hair. Loved by your curls. Experience the luxury of a truly custom routine.