Brand Tone

Professional, empowering, and results-oriented, with an undertone of luxury, authentic confidence, and community focus.

Brand Values

• •Quality and Performance
• •Professional Expertise
• •Empowerment and Success
• •Community and Support

Best Practices

• •Always emphasize the professional-grade quality of the products and the tangible benefits for the lash artist (e.g., saved time, better retention, happier clients).
• •Frame your messaging around helping lash artists succeed and grow their businesses. Use words like "elevate," "master," "unlock," and "create."
• •Leverage customer testimonials and reviews in your marketing materials to build trust and credibility. Phrases like "tried and tested" and direct quotes can be very effective.
• •Avoid overly casual slang or humor. The tone should reflect the high-quality, luxury nature of the products while remaining encouraging and accessible.
• •Instead of just saying a product is "good," explain why it's good. For example, "Our tweezers are designed with a precision tip for flawless isolation," is more effective than "Our tweezers are great."

Social Perception

Overwhelmingly positive, perceived as a trustworthy, high-end supplier and authority in the lash industry, known for product quality, reliability, and support for professionals.

Copy Examples

• •Stop waiting, start creating. Our new Stormproof adhesive offers instant bonding and unparalleled retention. Cut your lashing time, not your quality. Your clients will thank you.
• •Ready to be your own boss? Our accredited online lash courses give you the skills and confidence to build your empire from anywhere. Unlock your potential today.
• •Create the fluffiest, most dramatic fans with ease. Our Noir Collection volume trays are crafted from the deepest black, ultra-soft fibers for a lightweight, luxurious feel and a bold finish.
• •Your clients deserve the best, and so do you. Restock your station with the tools the pros trust. For a limited time, get a free sample of our best-selling 'Stormproof' adhesive with any order over £50.
• •Dreaming of a career in beauty? Turn your passion into a profession. The Black Lash offers everything you need, from beginner kits to advanced training, to start your journey as a certified lash artist.