Brand Tone

Empowering & Inclusive, Community-Focused & Collaborative, Authentic & Relatable, Educational & Supportive, Positive & Confident

Brand Values

• •Inclusivity: Catering to all textured hair types (waves, curls, coils, 2a-4c) is a core principle.
• •Community: Actively involving their audience in product development, feedback, and social missions.
• •Accessibility: Providing premium hair care solutions at an affordable price point.
• •Efficacy: Formulating products that deliver tangible results, focusing on repair, hydration, and health of textured hair.
• •Conscious Formulation: Emphasizing clean ingredients (no parabens, sulfates, SLS/SLES, mineral oil, phthalates, dyes, or formaldehyde), vegan, and cruelty-free products.
• •Empowerment & Self-Acceptance: Inspiring individuals to embrace their natural hair and individuality.
• •Transparency: Being open about their ingredients and product development process.

Best Practices

• •Always Emphasize "Community-Built": Continuously weave in the narrative that products are co-created with and for real people with textured hair. Use phrases like "Our community asked, we listened," or "Developed with you in mind."
• •Speak the Language of Empowerment and Inclusivity: Use positive, uplifting language that celebrates all hair textures. Avoid terms that imply "taming" or "controlling" hair in a negative sense; instead, focus on "enhancing," "defining," and "nourishing."
• •Be Authentic and Relatable: Incorporate user-generated content, testimonials, and real-life hair journeys. Share struggles and solutions to build trust and connection.
• •Educate and Inform Clearly: Explain the benefits of key ingredients and technologies (like Bonding Technology) in simple, accessible terms. Offer tips and guidance that help customers understand their hair better.
• •Maintain a Positive and Solution-Oriented Voice: Focus on the positive outcomes of using TXTUR products – healthier, shinier, more manageable hair, and increased confidence. Even when addressing hair concerns, frame it with optimism and how the products offer a solution.

Social Perception

Problem-Solver for Textured Hair, Trustworthy & Community-Oriented, High-Quality Yet Affordable, Positive & Celebratory, Effective Products

Copy Examples

• •(Instagram Post - Before & After): "From thirsty curls to quenched coils! ✨ See the TXTUR transformation. Our community helped us create the perfect blend for *your* unique texture. What’s your curl story? #TXTURHair #BuiltByCommunity #CurlyHairCare #RealResults"
• •(Email Subject Line): "Unlock Your Best Curls Yet (Community Approved!)" (Email Body Snippet): "Tired of frizz and dryness? So were we. That’s why we partnered with curl-friends like you to create solutions that *actually* work. Discover the TXTUR difference – premium care, accessible to all. Because every texture deserves to shine. [Shop Now]"
• •(TikTok Video Caption - Tutorial): "Wave hello to definition! 👋 Our Leave-In Conditioner + your gorgeous waves = match made in heaven. Built with our community, for YOUR hair. Try this easy routine! #TXTURHair #WavyHairRoutine #HairTok #VeganHairCare #CleanBeauty"
• •(Facebook Ad): "Finally! Haircare that gets your texture. ✨ TXTUR is vegan, cruelty-free, and packed with goodness like our exclusive Bonding Technology. Co-created with people who know curls, waves, and coils best – you! Join the TXTUR community and find your perfect match. Shop now for healthier, happier hair. [Link] #TXTUR #TexturedHair #AffordableLuxury #HairGoals"
• •(Product Page Snippet - for Bond Repair Shampoo): "Gently cleanse and intensely hydrate without stripping your natural moisture. Our community-developed Bond Repair Shampoo, featuring our exclusive vegan Bonding Technology, is your first step to stronger, more resilient curls. Made for all textures, loved by all who try it."