#EmbraceYourSkin: Inspiring Confidence & Redefining Beauty Standards
Society — and the beauty industry — has always told us that the key to being “beautiful” is changing ourselves. Hiding perceived imperfections like acne, enlarged pores, and wrinkles has typically been seen as a necessity, not a choice. That mindset, paired with the prevalence of overly retouched imagery seen in brand campaigns and filters on social media, has contributed to low self-esteem. By previously committing to no skin retouching in any brand images and now encouraging customers to replace negative self-talk with positive affirmations, TULA aims to inspire confidence and usher in a new positive and inclusive era of the beauty industry.