Brand Tone

Inspirational, Trustworthy, and Empowering

Brand Values

• •Efficacy and Quality
• •Authenticity and Founder-Led Passion
• •Empowerment
• •Community and Education

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's origin story and values. Start with the problem (dryness, breakage) and present the product as the authentic solution born from the founder's personal experience.
• •Use the Voice of the Community: Incorporate words and phrases from real customer reviews ("soft and bouncy," "slayed my flexi rods," "curls extra juicy"). This reinforces social proof and keeps the tone relatable.
• •Balance Inspiration with Education: Pair empowering and aspirational language ("Unlock your potential," "Love your hair") with educational content that explains the benefits of key ingredients and how to use the products effectively.
• •Emphasize "Founder-Formulated": Regularly mention that the products are personally developed and tested by the founder, Katrina Coleman. This is a powerful differentiator that builds immense trust and authenticity.
• •Maintain a Positive and Encouraging Tone: The copy should always feel supportive and celebratory. Avoid language that highlights "flaws" and instead focus on achieving "goals" like health, moisture, and confidence. Frame the products as tools for self-care and empowerment.

Social Perception

Harabi Beauty is perceived as a reliable, high-quality, Black-owned business that delivers on its promises. Customers view the products as effective solutions for dry, natural hair and appreciate the moisture and softness they provide. The personal brand of the founder, Katrina Coleman, is deeply intertwined with the company's perception, lending it credibility and authenticity. The brand is seen as a go-to for those struggling with hair dryness and seeking dependable, moisture-rich products. The positive feedback and user-generated content across platforms like YouTube and Instagram solidify its reputation as a trusted name within the natural hair community.

Copy Examples

• •Thirsty hair? We don't know her. Your curls are crying out for a drink. Drench them in our Rapid Replenish Restorative Hair Mask. Formulated by our founder to bring tired, dry hair back to life with intense, lasting moisture. Get ready for the bounce. ✨ #HarabiBeauty #MoistureMiracle #NaturalHairCare
• •The Secret to Soft, Manageable Curls Is Out. Stop fighting with your hair and start loving it. Our Moisture Madness Leave-in Conditioning Cream was born from a real natural hair journey to give you the slip, softness, and shine you've been searching for. One product is all it takes to slay your next twist-out. Shop the solution.
• •A little goes a long way, Harabi Girl. Hi [Customer Name], just a note from our founder, Katrina: "I created these products because I needed something that truly worked. The Buttery Brown Hair Grease isn't just about shine; it's about feeding your scalp the good stuff." See how our community is using it to support their healthy hair journey and share your results with us!
• •Seal in moisture. Unlock your growth potential. Our Buttery Brown Hair and Scalp Grease is a powerhouse of nourishing ingredients designed to soothe the scalp, minimize breakage, and create the perfect environment for healthy hair to thrive. Lightweight, non-greasy, and packed with everything your hair craves. Say goodbye to dryness and hello to length.
• •From Dry & Dull to Hydrated & Happy. The Harabi Beauty effect. Our customer went from struggling with dryness to achieving this juicy, defined twist-out using only our Moisture Madness Leave-in. Experience the difference quality ingredients make. #HairGoals #NaturalCurls #HarabiBeautyReview