Brand Tone

Professional, educational, empowering, aspirational, modern, and edgy.

Brand Values

• •Uncompromising Quality
• •Artist Education & Success
• •Building a Community
• •Innovation and Trend-Awareness

Best Practices

• •Always lead with a professional and educational tone. Whether on social media or in an email, the language should be respectful of the audience's expertise. Avoid overly casual slang that could undermine the brand's authority.
• •Use industry-specific terminology correctly (e.g., "isolation," "retention," "diameter," "fanning"). This demonstrates authenticity and builds trust with an audience that can spot an outsider instantly.
• •While empowering messages are great, they should be grounded in tangible benefits. Instead of just saying "Be a boss," say "Increase your client retention with our Supreme Bond adhesive." Connect the aspirational message to a product or service feature.
• •Use customer testimonials and high-quality visuals (photos and videos) of flawless lash sets created with your products. Positive social proof from fellow professionals is more powerful than any marketing claim.
• •The edgy, modern, and monochrome aesthetic is a huge part of the brand's tone. Ensure all visuals across the website, social media, and marketing materials adhere to this clean, professional look. This visual consistency reinforces the brand's premium positioning.

Social Perception

The brand is perceived as a highly reliable, high-quality, and authoritative supplier of professional lash products. It's seen as supportive of lash artists' success and an aspirational brand within the industry.

Copy Examples

• •Isolate with Intent. Create with Precision. Your art is only as flawless as your tools. Our new 'Midnight' Isolation Tweezer features a feather-light body and a needle-sharp tip, engineered for perfect separation every single time. Stop fighting with stubborn lashes and start creating cleaner, more intricate sets effortlessly. Tap to shop and elevate your toolkit. #LashSuppliesUK #ProfessionalLashArtist #IsolationTweezers #TheBlackLash #LashTechLife
• •Your Business Deserves This: 20% Off All Lash Trays & Adhesives. Don't compromise on quality. Stock up on the supplies that deliver flawless results and keep clients coming back. Your next level awaits.
• •Supreme Bond Adhesive (0.5s). Master your speed and guarantee exceptional retention with Supreme Bond. This professional-grade adhesive features a rapid 0.5-second drying time, ideal for experienced volume and mega-volume artists. The thin viscosity and deep black pigment create a seamless, flexible bond that withstands oil and water. Low fumes, maximum performance. Give your clients the lasting power they rave about. For professional use only.
• •Turn Your Lash Skill Into a Thriving Business. You have the talent. We have the roadmap. Our Combined Classic & Volume Online Course is more than just technique—it's a comprehensive guide to building a profitable lash brand. Learn client acquisition, pricing strategies, and social media marketing from industry experts. Enroll today and start building your empire. Learn More
• •The Artist's Choice. Premium Lash Supplies for Uncompromising Professionals. Free UK Delivery Over £50.