As part of its mission to encourage positive and inclusive messaging around beauty, Tula has partnered with five diverse female influencers who align with the values of the brand and are accomplished in the spaces of body positivity, sustainability, skin tone inclusivity, natural beauty and ageless beauty. The selected influencers are Chizi Duru, Weylie Hoang, Tess Holliday, Tennille Murphy and Nyma Tang. The brand is hoping these content creators, whose Instagram following range from 180K to 2M, will help amplify its #EmbraceYourSkin initiative, which the brand launched in September 2020 to empower customers.

Each influencer was invited to curate limited-edition kits featuring Tula products they have authentically used to treat specific skin concerns. Nyma’s You Dew You, $72, features products that address hydration; Tennille’s Ageless State of Mind, $90, takes on aging; Weylie’s Find Your Balance Clarifying Skincare Kit, $82, targets acne; Chizi’s Bright Inside & Out, $80, features brightening all-stars; and Tess’ Unleash Your Glow, $80, focuses on exfoliation. To raise awareness, the women will create tutorials, share content discussing the kits they’ve created, and post inspiring stories of their confidence journeys that will live on Instagram, YouTube, Reels, and Tula’s branded channels.

Tula will further expand on influencer partnerships through a “Share the Spotlight” initiative by tasking the five collaborators with identifying three additional creators they believe exemplify the shared core values of confidence and inclusivity. The 15 micro-influencers selected will join Tula in a paid sponsorship capacity as part of the brand’s yearlong initiative to foster relationships with creators in new, diverse and underrepresented communities while supporting their growth. The brand hopes that these micro-influencers will also help further its #EmbraceYourSkin mission by sharing their own skin care and confidence journeys with their audiences.

Since launching the #EmbraceYourSkin campaign in September 2020, Tula has introduced a “Real Glow Badge” to indicate unretouched photos, created sweatshirts with affirmations designed to flood social media feeds with positivity, reimagined ‘anti-aging’ terminology with a new ‘ageless’ category, and launched a text message program customers can opt into to receive weekly confidence boosting messages.