Brand Tone

Empowering, Educational, and Approachable

Brand Values

• •Authenticity & Self-Acceptance
• •Simplicity
• •Efficacy & Quality
• •Inclusivity
• •Community

Best Practices

• •Lead with Empowerment: Always frame the conversation around celebrating and loving natural hair. Use words like "embrace," "celebrate," "confidence," and "liberation." Avoid negative language that implies curls are a "problem" to be "fixed."
• •Educate, Don't Just Sell: Position the brand as a trusted resource. Explain the "why" behind the products why certain ingredients are used, and why others (like sulfates) are avoided. This builds trust and authority.
• •Use the Voice of the Community: Actively feature testimonials, reviews, and user-generated content in your marketing. Speak to the specific challenges and triumphs of the curly hair journey that your audience shares on forums and social media.
• •Keep it Simple and Clear: In a market that can be confusing, be the voice of clarity. Use straightforward language for product names and descriptions. Focus on the end benefit (e.g., "softness," "definition," "less frizz") rather than just technical jargon.
• •Celebrate All Curl Types: Ensure that both the language and imagery are inclusive of the full spectrum of hair textures, from loose waves to tight coils and afros. This reinforces the value of inclusivity and broadens the brand's appeal.

Social Perception

Positive perception is built on delivering product promises, ingredient transparency, providing educational content, and fostering a supportive community. Negative perception arises from inconsistent product performance, unmet marketing claims, and promoting unrealistic beauty standards.

Copy Examples

• •Stop fighting your curls. Start loving them. Our simple, nourishing formulas are designed to celebrate your hair ’s natural texture, not tame it. Welcome to the curl liberation.
• •This is what confidence looks like. ✨ @[username] is showing off her gorgeous, healthy curls using our Leave-In Lover. We ’re not about perfect hair, we ’re about *your* hair. #CURLWRLD #EmbraceYourCurls
• •Overwhelmed by your curls? Let's make it simple.
• •Knots and tangles are a part of the journey, but they don ’t have to be a battle. Our Magic Detangling Spray melts away knots with a blend of natural oils and aloe, leaving your curls soft, defined, and ready for anything. Less time detangling, more time loving your look.
• •Tired of a bathroom cabinet full of products that don't work? Simplify your routine. Our 3-step system provides all the moisture and definition your curls need, without the harsh chemicals. Join thousands of women who have found their curl confidence. Shop Now for 15% off your first order.