Brand Tone

Empowering and Authentic, Community-Focused and Friendly, Proudly Welsh and Natural

Brand Values

• •Authenticity
• •Empowerment
• •Natural & Ethical
• •Community
• •Heritage

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission of empowerment and self-acceptance. Instead of just listing features, talk about the feeling of confidence that comes from having healthy, happy curls.
• •Weave in the Welsh Heritage: Use the brand name's origin and Welsh words like 'Diolch' (Thank you) or 'Hufen Gwallt' (Hair Cream) where appropriate. This reinforces the unique brand identity and story.
• •Use the Voice of a Friend: Write copy that is warm, encouraging, and relatable. Ask questions, use 'you' and 'we,' and adopt a supportive tone, as if speaking to a fellow member of the curly community.
• •Highlight Natural Ingredients and Ethical Standards: Consistently mention that the products are natural, vegan, cruelty-free, and free from sulfates and parabens. This appeals to the target audience's values and builds trust.
• •Amplify Customer Voices: Actively feature user-generated content, testimonials, and reviews in marketing materials. This validates the brand's claims and strengthens the sense of community. Let customers be the heroes of the story.

Social Perception

Olew is perceived as an authentic, trustworthy, and effective brand created by someone who truly understands the needs of the curly hair community. Customers see it as a "holy grail" or "liquid gold" for their curls, often highlighting the transformative results. The connection to Welsh heritage is viewed positively and adds a unique, memorable element to the brand identity. The founder's story of starting with £100 is seen as inspirational and adds to the brand's grassroots, relatable appeal.

Copy Examples

• •Your curls, your rules. ✨ Our Curl Cream, packed with natural avocado and jojoba, is here to help you embrace every unique wave and coil. This isn't about taming your hair; it's about setting it free. Diolch, Sarah, for sharing your beautiful Olew results! #OlewHair #EmbraceYourCurls #CurlyAndProud
• •From a £100 kitchen start-up to curls around the world. Born in Wales, made for you. Discover the natural, vegan hair care that's helping a community love their curls.
• •Your weekly dose of curl confidence is here!
• •It all started with this little bottle of liquid gold. Our founder, Elinor, first mixed this blend of nourishing oils in her own kitchen to bring her damaged curls back to life. It’s more than a hair oil; it’s a tribute to our Welsh roots and a celebration of the journey to self-love. Apply to wet hair for deep hydration or to dry hair to tame frizz and add shine.
• •Tired of fighting your frizz? Stop the struggle. Start the celebration. Olew is natural, vegan hair care designed by a curly for curlies. See how our simple routine can transform thirsty curls into happy, bouncy ones. Shop the collection now and find your confidence.