Challenger Brands

A Beauty Brand and a Woman-Owned Agency Are Targeting Your Negative Self-Talk

Tula Skincare and Quirk Creative want to help consumers reframe their thoughts

Tulas You Are Enough campaign — Tula pledged to stop retouching skin on its models last year. Quirk Creative, Tula Skincare

By Emmy Liederman

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Nineteen times a day, or more than once every waking hour—that’s how often consumers talk negatively about themselves according to a Tula Skincare study. In a space that has historically capitalized on insecurity, the brand is establishing itself as an industry champion for self-love.

“The way the beauty industry approaches marketing is clearly fueling that negative voice in our heads,” CEO Savannah Sachs told Adweek. “We want to shine a spotlight on this issue and force a conversation within ourselves, in our industry and on social media.”

In

Emmy Liederman

Emmy is an Adweek staff writer covering agencies, influencers and the creator economy.

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