Brand Tone

Professional, Educational, Supportive, and Aspirational.

Brand Values

• •Professional Quality
• •Expertise and Education
• •Community Focus
• •Founder-Led Passion
• •Innovation and Artistry

Best Practices

• •Speak as a Peer: Always use language that addresses your audience as fellow professionals. Utilize industry terminology confidently (e.g., 'retention,' 'isolation,' 'crystallization') as it builds authority and and connection with your expert audience.
• •Lead with the 'Why': Frame product benefits around professional success. Instead of just saying 'fast-drying glue,' say 'Cut your application time and fit more clients into your day.' Connect product features to tangible business outcomes for the lash artist.
• •Show, Don't Just Tell: Use visuals of the products in action as the hero of your content. Let customer testimonials and user-generated content (with credit) do the talking. This builds powerful social proof and community trust.
• •Educate to Empower: Consistently create and share content that helps your audience become better at their jobs. This includes tutorials, tips, troubleshooting, and business advice. This strategy builds loyalty beyond the transaction, positioning you as an indispensable resource.
• •Maintain Aesthetic and Tonal Consistency: Ensure that the clean, professional, and aspirational visual identity is matched by your written tone. Avoid overly casual slang or humor that could dilute the brand's expert positioning. The voice should always be encouraging, polished, and focused on quality.

Social Perception

KMBeauty is perceived as a credible, high-end supplier for a niche market of beauty professionals. Customers and followers on social media are typically fellow lash artists who look to the brand for quality products and educational content. The brand is viewed as an authoritative and reliable partner for their businesses, not just a retailer. The professional presentation and founder's background lend it an air of authenticity and trustworthiness within its community.

Copy Examples

• •Precision in a blink. Our new 'Quantum' Adhesive offers a 0.5s dry time for the master artist who never misses a beat. Elevate your speed and your standards.
• •Wispy Volume perfection! ✨ SWIPE to see the lash map for this look, created with our Cashmere 0.03 lashes. We used a mix of 10-14mm lengths to create this soft, textured effect. What's your go-to technique for creating wispies? Share with your fellow artists below! #KMBeauty #LashArtistry #LashTips
• •Your art deserves the finest tools. For a limited time, invest in your craft and receive a complimentary 'Precision' Isolation Tweezer with any order over $150. Build your business with the quality you and your clients deserve.
• •From one lash artist to another, we know your journey is everything. KMBeauty was built to provide the quality supplies we wished we had from day one. Shop our curated kits for aspiring artists.
• •KMBeauty isn't just a brand; it's a reflection of our passion. Founded by lash artist Kateryna M., every product is developed from real-world experience at the lash table, ensuring it performs flawlessly for the artists who trust it.