Brand Tone

friendly, supportive, empowering, and relatable

Brand Values

• •Empowerment
• •Community
• •Trust/Safety
• •Celebration of Individuality
• •Authenticity

Best Practices

• •Speak Your Customer's Language: Use terms and address pain points that resonate with the curly hair community (e.g., "frizz," "definition," "curl-friendly," "CGM approved").
• •Maintain a Positive and Encouraging Voice: Focus on the beauty and potential of curly hair, offering solutions and support rather than dwelling on problems.
• •Be Authentic and Relatable: Share genuine stories, tips, and experiences. Let the founder's passion shine through.
• •Foster Community: Encourage interaction, ask questions, and use inclusive language ("we," "us," "our curl family").
• •Prioritize Empowerment: Frame product benefits around how they help customers feel confident and embrace their natural hair.

Social Perception

knowledgeable, trustworthy, and specialist retailer

Copy Examples

• •Unlock the secret to your best curls yet! At Curl Cosmetics, we've handpicked every product because we *get* curls. Shop with confidence and let your natural beauty shine.
• •Tired of the endless search for products that *actually* work for your amazing curls? Your journey to happy, healthy curls starts here. Welcome to the Curl Cosmetics family!
• •From gentle waves to gorgeous coils, we celebrate every curl! Discover nourishing, curl-loving products and embrace the hair you were born with.
• •Join our curl community! We're more than just a store – we're a place to share, learn, and fall in love with your curls all over again. Let's embrace them together!
• •Founded by a curly girl, for curly girls (and guys!). We know the struggle, and we're here to make your curl care journey joyful and empowering.