Brand Tone

The tone of Tuhlz is a strategic blend of professional authority and modern, aspirational accessibility. It is authoritative and credible, aspirational and benefit-driven, and engaging and enthusiastic.

Brand Values

• •Professional Quality and Efficacy
• •Simplicity and Accessibility
• •Innovation
• •Inclusivity and Empowerment
• •Credibility through Association

Best Practices

• •Lead with the Outcome, Support with the Feature: Always start with the benefit to the user ('flawless finish,' 'seamless blend'). Then, explain how the product achieves it (e.g., 'unique shape,' 'hydrophilic material').
• •Balance Authority with Aspiration: Use confident, expert language ('Pro-approved,' 'artist-designed') to build trust, but pair it with aspirational words ('upgrade your game,' 'achieve your desired look') to inspire the customer.
• •Reinforce the 'Simplifying Beauty' Motto: Frame all copy around making professional results feel easy and accessible. Use simple, direct calls to action ('Shop now,' 'Add to cart').
• •Always Weave in Social Proof: Regularly mention features in publications (Allure, Oprah Daily) and the fact that the tools are 'loved by Pro MUAs.' This consistently reinforces credibility and builds brand equity.
• •Maintain a Unified Voice: Whether writing a product description, an Instagram caption, or an email, the voice should be consistently authoritative yet engaging. Use energetic language and emojis on social media, but maintain the core messaging around quality and simplicity across all platforms.

Social Perception

Tuhlz is perceived as high-quality and trustworthy, innovative and effective, expert-endorsed, and having an enthusiastic community.

Copy Examples

• •Stop filters. Start Tuhlz. ✨ Our Pro-approved Abstract Sponge was designed by artists to give you that seamless, filter-like finish every time. The precision tip handles under-eyes perfectly while the rounded side buffs foundation to a flawless glow. Ready to simplify your beauty? Tap to shop.
• •The Tool Pro MUAs Use (and It’s Under $20). Shhh... want in on an industry secret? The Abstract Sponge is the go-to for artists who need a flawless, reliable blend. Designed for performance and to simplify your routine, it's the last sponge you'll ever need. Get yours and upgrade your makeup game.
• •Designed by celebrity MUA Bellamavven, The Abstract Sponge is the answer to simplifying beauty. Its innovative shape features a precision tip for flawless concealer application and a rounded body for a seamless, airbrushed foundation finish. Made with super-soft, hydrophilic material, it expands with water to apply product without soaking it up. Pro-approved and featured by Allure for a reason. Your flawless finish awaits.
• •Card 1: Tired of a cakey, uneven finish? Card 2: Our tools are designed by makeup artists for a reason. Card 3: Get a flawless, filter-like finish. SIMPLIFYING BEAUTY. Shop Now & Pay Later with Afterpay.
• •POV: You finally found a sponge that gives you a filter-like finish IRL. RUN, DON'T WALK 🏃‍♀️ The Abstract Sponge is a game changer! #makeuptools #beautymusthave #flawlessfinish #proMUA