Brand Tone

Empowering, confident, and reassuring, connecting with women on a personal level by acknowledging desires for elegance and comfort. The language is sophisticated yet accessible, focusing on shaping and emphasizing the silhouette rather than hiding the body, fostering body confidence.

Brand Values

• •Female Empowerment
• •Comfort and Quality
• •Body Confidence
• •Innovation

Best Practices

• •Lead with Empowerment: Always frame the narrative around strength, confidence, and self-love. Use active, empowering verbs and focus on how the customer will feel (e.g., confident, powerful, comfortable) rather than just how she will look.
• •Use Sensory Language: Continue to use descriptive words that evoke touch and feeling—“silky,” “soft,” “breathable,” “like a second skin.” This reinforces the core value of comfort and quality.
• •Speak from a "By Women, For Women" Perspective: Maintain a relatable and understanding voice. Use phrases that create a sense of shared experience, like "We get it," "We’ve been there," or "Finally, a solution designed by women."
• •Focus on Benefits, Not Just Features: Instead of just saying "integrated bra," explain the benefit: "No need for an extra bra, giving you seamless support and freedom." Instead of "adjustable straps," say "for a personalized fit that’s uniquely you."
• •Maintain a Sophisticated and Clean Aesthetic: The copy should mirror the visual design of the brand. Keep sentences clear, concise, and elegant. Avoid overly casual slang or jargon to maintain the sophisticated and premium feel of the brand.

Social Perception

Primarily shaped by positive customer reviews on its website, showing a highly satisfied customer base with an average rating of 4.66 out of 5 from over 2,000 comments, praising comfort, effectiveness, and quality. This indicates that customers generally find the product delivers on its promises.

Copy Examples

• •Finally. Shapewear that feels as good as it looks. You were meant to move, to breathe, to live comfortably. Tothecurve was designed with that in mind. Experience the freedom of shapewear that hugs your curves without constricting your spirit.
• •Your Confidence, Redefined. It’s not about changing who you are, it’s about revealing the masterpiece that’s already there. Our shapewear smooths, supports, and sculpts, giving you the perfect canvas for any outfit and every occasion.
• •The Secret to Effortless Elegance. Ever wonder how she walks into a room with such poise? The secret isn’t magic, it’s Tothecurve. Invisible, breathable, and designed by women who get it. Your best-kept secret is safe with us.
• •Ditch the Pinch. Embrace the Comfort. For too long, shapewear has meant sacrificing comfort for style. We’re changing the narrative. With silky-soft fabrics and a fit that feels like a second skin, you’ll forget you’re even wearing it.
• •The Foundation of a Great Day. A great day starts with a great foundation. Feel supported, confident, and ready for anything with shapewear that works with your body, not against it. From the boardroom to a night out, we’ve got you covered.