Let’s start! Which of these is closest to your skin tone?


deep skin tone




medium skin tone


light skin tone
go back


Let’s start! Which of these is closest to your skin tone?


deep skin tone




medium skin tone


light skin tone
go back
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95% of customers state that they are their own harshest critic.1


Less than 1% (0.66%) said social media makes them feel more confident.3

With our #EmbraceYourSkin initiative, we recognize that a huge part of feeling our best comes from how we speak to ourselves.

We invite you to continue the movement to #EmbraceYourSkin & help us say goodbye to negative self-talk.

What we tell ourselves matters.

We know a few things about you.
Here are the hard facts.

You are enough.

You are smart enough.

You are fun enough.

You are cool enough.

You are calm enough.

You are beautiful enough.

You are doing enough.

You are deserving enough.

We'll tell you a secret about us.

Sometimes we don't feel like we're enough. We've been told we're not—by entire industries, brands, other people & even ourselves. Let's be real, we may all have made others feel that way at times. We're all human.

TULA's vision has always been to inspire confidence. From day one, we've embraced skin positivity & have approached beauty from the inside out. It's a journey—we're constantly evolving how we do this. In this chapter of our story, we're raising the bar.

We promise to:

REIMAGINE what's important
Being kind looks good on everyone

REIMAGINE language
Beautiful before, & after.

REIMAGINE social norms.
Ageless is the new anti-aging.™

No skin retouching. No filters. Ever.

REIMAGINE skincare

Now it's your turn to make a promise.
It's OK if you don't follow through every day.*

I will EMBRACE my strength.

I will EMBRACE my uniqueness.

I will EMBRACE my vulnerability.

I will EMBRACE my talents.

I will EMBRACE my body.

I will EMBRACE my skin.

Invest in yourself & our crystal ball shows us this:

We see you holding your head a little higher. We see you trying something new.
We see you saying, 'Look at me world—this is me! This is my skin!' We see you being unapologetically you.

Imagine what's possible—then create it.

The time to EMBRACE YOUR SKIN™ & UNLEASH YOUR GLOW™ isn't later—it's now.



*reminder: healthy, not perfect

Confidence by the numbers


89% say confidence is weakened by their own negative self-talk / thoughts.7

We launched a program to text you
weekly positive affirmations. Sign up below!


We speak negatively about ourselves an average of 19 times per day.2 (this equates to more than once every hour that you are awake)

We've added guidelines to our influencer contracts and creative briefs asking partners to avoid skin-altering filters in their TULA content.


60% say “bad” skin days have a negative effect
on their self-confidence.3

We read 24,000+ customer reviews to learn how we can help normalize normal skin & shift the focus to “healthy,” not “perfect.”


76% say beauty ads make them feel less confident,4
with 44% saying beauty ads make them feel insecure.5

We said goodbye to skin retouching & added "Unretouched Beauty" badges across our assets to show you beautiful, unretouched skin.


66% feel the beauty industry has made meaningful changes when it comes to
embracing all kinds of beauty, but that there's still a lot of work to be done.

This year, we're continuing to lead the conversation within the industry & our
community, taking the discussion to TV & the pages of The New York Times
to remind you that you are enough.

SMS Bubbleheart

you're enough–
sometimes we need reminders.

want a weekly confidence text?

we'll text a positive affirmation to your phone each week.

to sign up, text CONFIDENCE to 74430

I agree to receive recurring automated marketing text messages (e.g. cart reminders) at the phone number provided. Consent is not a condition to purchase. Msg & data rates may apply. Msg frequency varies. Reply HELP for help and STOP to cancel. View our Terms of Service and Privacy Policy.

Dr. Raj

Dr. Roshini Raj, TULA Founder


Embracing who you are on the inside & out will help you achieve the best version of your skin— plus the confidence to achieve so much more.


flood your feed with positivity

Follow @TULA #EmbraceYourSkin

  1. When asked if they are their own harshest critic
  2. When asked how many times per day you speak negatively to yourself
  3. Glow Getters could select 4 out of 12 options
  4. Versus “more confident”
  5. Glow Getters could select all applicable options out of 10 choices
  6. When asked if they feel the beauty industry has made meaningful changes when it comes to embracing all kinds of beauty
  7. When asked if confidence is weakened by their own negative self-talk / thoughts

*brand survey of 3,800 customers conducted in August, 2021

get 15% off your next order & more smiles when you sign up for text alerts!

text GLOW to 56529

By texting GLOW to 56529 you authorize TULA Skincare & its service providers to send you automated marketing texts to the provided number. No purchase required. Msg & data rates may apply. Text STOP to 56529 to opt-out of receiving messages. For more information, please visit our Terms & Conditions and Privacy Policy.