Brand Tone

Empowering, Relatable, and Reassuring

Brand Values

• •Inclusivity
• •Safety and Health
• •Convenience and Efficiency
• •Quality and Innovation
• •Customer Empowerment through Education

Best Practices

• •Lead with the Solution, Not Just the Product: Always frame the copy around solving a problem: saving time, saving money, avoiding damage, or finding a product for a specific eye shape. The lashes are the tool, but the benefit is the empowered lifestyle.
• •Maintain the Relatable Founder Story: Continue to weave the "why" into the messaging. Phrases like "We created this because..." or "Born from our own lash frustrations..." reinforce authenticity and build a connection with customers who share those pain points.
• •Use Empowering & Active Language: Use strong, active verbs that inspire confidence. Words like "master," "create," "design," and "discover" empower the customer, while phrases like "take back your time" and "define your look" position them as being in control.
• •Balance Playful Names with Serious Science: Keep the fun, memorable product names ("Fruitcake Flutter"), but always back them up with the reassuring technical details: "Korean-made," "ophthalmologist-approved," "humidity-proof formula." This combination of personality and credibility is key to the brand's success.
• •Emphasize "With You" Support: Consistently mention the educational resources available. Copy should communicate that the brand is a partner in the customer's beauty journey. Phrases like "We're here to help," "Free online lash classes," and "Guaranteed results" build trust and reassure new users that they will be successful.

Social Perception

The public and customer perception of Zukyun Beauty is overwhelmingly positive. Reviewers consistently confirm the lashes are lightweight, natural-looking, and long-lasting (often citing a week of wear). Many testimonials come from users who have switched from expensive salon extensions, praising Zukyun as a cost-effective and convenient alternative. The learning curve is acknowledged, but the consensus is that it becomes easy with practice. The brand's focus on sensitive eyes is a recurring theme in positive reviews, with users who previously couldn't wear lashes finding success. There is a strong sense of community and discovery, with customers often expressing that they are "obsessed" or that the product is the "best invention."

Copy Examples

• •Salon-Free, Damage-Free, Worry-Free. Just Gorgeous Lashes. Tired of the time, cost, and damage of salon extensions? Our DIY lash system is designed for you. Get a stunning, natural look in 9 minutes that lasts all week. Made for sensitive eyes and designed to be slept in, showered in, and lived in. Welcome to the future of lashes.
• •Finally. Lash Extensions Designed for Monolids & Hooded Eyes. We saw a problem: most lashes weren't made for everyone. So we created the solution. Our ultra-light, Korean-designed lashes provide a natural, beautiful lift without weighing you down. Because beauty is only beautiful when it's inclusive.
• •Your 9-Minute Secret to a 7-Day Look. Imagine waking up every day with perfect lashes. No mascara, no daily strips. Our at-home lash extensions make it possible. In less time than it takes to drink your coffee, you can apply a full set that stays put through humidity, workouts, and whatever your week throws at you.
• •Allergic to Salon Glue? We Get It. Our founder created Zukyun Beauty after a painful reaction to salon adhesives. That's why our proprietary Bond is ophthalmologist-approved, hypoallergenic, and made without the harsh stuff. Get the lash extensions you love, without the irritation you don't.
• •Join the DIY Lash Revolution. From "Soba Seduction" to "Boba Bae," find a style that's uniquely you. Easy to apply and impossible to feel, our lashes are converting salon addicts every day. Grab a starter bundle and discover why you'll never need to book a lash appointment again.