Brand Tone

Educational & Informative, Empowering & Inclusive, Authentic & Transparent, Friendly & Approachable, Science-Led & Results-Oriented

Brand Values

• •Inclusivity
• •Education
• •Simplicity
• •Effectiveness & Quality
• •Sustainability
• •Transparency

Best Practices

• •Lead with Education, Support with Product: Frame content around solving a curl care problem or demystifying a concept first, then introduce how Tootilab products can help achieve the desired outcome. This reinforces the educational and helpful tone.
• •Speak With Not At Your Audience: Use inclusive language (we, us, curlfriend). Acknowledge shared curly hair experiences and frustrations to build rapport and maintain an authentic and approachable voice.
• •Balance Science with Simplicity: While highlighting the science-backed nature of formulas, explain benefits in clear, easy-to-understand terms. Avoid overly technical jargon unless explained. This maintains transparency without alienating users.
• •Champion Inclusivity Actively: Ensure messaging consistently reflects that products and advice are for all curl types, genders, and ages. Showcase diverse hair textures in visuals and testimonials. This reinforces the core inclusive value.
• •Integrate Values Naturally: Weave in mentions of sustainability (e.g., our ocean-kind bottles), cruelty-free status, or ingredient philosophy where relevant, rather than as standalone boasts. This makes values feel integral to the brand, supporting authenticity and transparency.

Social Perception

Helpful & Knowledgeable, Effective Products, Trustworthy & Authentic, Inclusive & Caring, Innovative & High Quality, Growing Reputation

Copy Examples

• •Stop the guesswork, start loving your curls! 💖 Our Curl-ed bootcamp breaks down *exactly* what your unique texture needs – no fluff, just science-backed tips that actually work. Ready for your best hair days? Link in bio to join for FREE! #Tootilab #CurlyHairMadeSimple #CurlEducation #EmbraceYourCurls
• •Meet your curls' new best friend: The All Weather Styling Gel. We skip the 'marketing BS' and pack our formulas with only active ingredients proven to give you definition that lasts, whatever the weather. Real results, real confidence. See the science on our Ingredients page! #Tootilab #ScienceBackedCurls #FrizzFree
• •Hey Curlfriend! 👋 Simplified Routines for *Every* Curl Type Inside...
• •Growing up hating my curls? Been there! 🙋‍♀️ That’s why we created Tootilab – to make curl care easy and joyful. No more confusing steps, just happy, healthy hair. #TootilabStory #CurlyJourney #RealTalkCurls
• •Rock Your Natural Texture with Confidence. Effective, science-led curl care in 100% Prevented Ocean Plastic™ bottles. Good for your hair, good for the planet. ✨ #Tootilab #SustainableCurls #InclusiveBeauty