TULA skincare – whose name means “balance” in Sanskrit, reflects its philosophy of inner and outer wellness. Established in 2014 by three innovators: Dr. Dan Reich, a technology entrepreneur; Roshini Raj, a board-certified gastroenterologist and internist; and Ken Landis, a co-founder of Bobbi Brown Cosmetics.
Launch & Early Strategy
Utilizing a patented Probiotic Technology, TULA launched its first product line on July 10, 2014, which included a hydrating day/night cream, revitalizing eye cream, illuminating serum, and cleansing cleanser.
To target skin balance, hydration, and anti-aging, these formulations combined rice proteins, vitamins A, C, and E, omega fatty acids, white tea, and blueberry extracts.
Rather than launching through conventional wholesale avenues, TULA made an unconventional decision to launch with QVC and received QVC’s “Rising Star Award” for its efforts, establishing a significant and early presence in the direct-to-consumer space.
Beauty Meets Wellness
TULA has a bold philosophy of “beauty meets wellness” that focuses on promoting a balance to the skin, with the promise of clean, clinically-tested formulations.
The brand represents clean beauty, ethical transparency, and body positivity with no filtered or retouched images in any campaigns.
The #EmbraceYourSkin platform advocates authenticity, inclusivity, and confidence and is an important initiative for TULA. TULA hosts a national #EmbraceYourSkin Day at Ulta Beauty stores each year to validate affirmations and empower people towards real representation in beauty.
What’s Working (And What’s Not)
Distinct Probiotic Positioning: TULA was one of the first in skincare to use probiotics and superfood extracts highlighting microbiome balance and barrier health (Byrdie, PR Newswire).
TULA has ensured Clean & Clinical brand purpose: The focus on clean beauty, scientific unique formulations of ingredients, and body positive messaging has certainly made TULA unique. Editors applaud how TULA ensures clean originality.
TULA is well-loved amongst Millennials and Gen Z consumers thanks to strong social media and influencer marketing. Many appreciate the brand’s probiotic skincare and clean ingredients.
The brand has also received some negative feedback:
- Some customers report that some products’ fragrances made them feel unwell.
- There have been some dermatologists questioning the effectiveness of topical probiotics and mentioning a need for more research.
- There may be an issue with brands utilizing a higher price point than alternatives at drug stores which made them less accessible.
Beyond these comments, many view The Cult Classic, Gold Glow Eye Balm, and 24-7 Moisturizer trio as a “starter trio” for the brand.
Hero Products – The Trio That Defines TULA
While TULA offers a wide range of cleansers, masks, eye balms, and moisturizers, three products stands out as consumer favorites and brand-defining icons:
The Cult Classic Purifying Face Cleanser
Description
Recognized as TULA’s top-selling face cleanser, this gel-based formula will cleanse every bit of dirt, impurities and makeup without stripping your skin.
Essential Ingredients
Probiotics: The Lacto coccus ferment lysate helps balance the skin’s microbiome.
Turmeric and Blueberry: Powerful antioxidants that help neutralize free radicals and reduce redness.
Chicory Root: Has prebiotic properties that help hydrate the skin and support barrier function.
Why It’s Loved
Customers rave about how the skin is left feeling fresh, but not tight, which is difficult to achieve with many cleansers. This product is perfect for all skin types, including sensitive skin, thanks to its clean finish and gentle foaming texture.
How To Use:
- Apply 1-2 pumps to damp skin.
- Gently massage for 30-60 seconds in circular motions..
- Rinse thoroughly with lukewarm water.
- Use morning and night as the first step in your routine.
2. Glow + Get It Cooling & Brightening Eye Balm (Gold Glow Edition)
Description
Perhaps TULA’s most viral product, this eye balm stick went viral on Instagram and TikTok for its instant cooling sensation and subtle golden shimmer.
Key Ingredients
Probiotics: To improve skin smoothness and hydration.
Caffeine: Reduces puffiness and energizes the under-eye area.
Hyaluronic Acid: Increases hydration.
Rosehip Oil + Watermelon Extract: Brightens and nourishes.
Light-reflecting Gold Particles: Offer a luminous “awake” look.
Why People Like It
It functions both as skincare and as a makeup enhancer. Many people use it for that radiant glow on top of concealer, underneath their makeup, or even as a highlighter. It is ideal for quick touch-ups while on the go due to its portability.
How To Use
- Swipe the balm directly under the eyes, on the brow bone, or cheekbones.
- Can be used directly on clean skin, underneath makeup, and on top of makeup as a highlighter.
- Use throughout the day for a refreshing, cooling pick-me-up.
3. 24-7 Moisture Hydrating Day & Night Cream
Description:
This multipurpose moisturizer, one of TULA’s original products, has held a special place in our hearts from the very beginning. A multi-functional product meant to hydrate, balance, and nourish the skin both during the daytime and overnight.
Key Ingredients:
Probiotics & Prebiotics: Help support a healthy microbiome and barrier.
Squalane & Peptides: Hydrate and decrease elasticity.
Apple & Watermelon Extracts: Antioxidants and brightening benefits to dull skin.
Chicory Root: Natural prebiotic and hydrator.
Why It’s Loved:
For customers looking for hydration that is not heavy or greasy, the 24-7 Moisture Cream is their “one-stop” cream that is perfect for them. It is great for simple routines because it works as a moisturizer and hydration source in one step.
How To Use:
After cleansing (and serum if desired for added hydration benefits), use a pea-sized amount of cream for face and neck, massaging in upward strokes.
It may be used in the morning before sunscreen and at night as the last step of a daily skincare routine.
Conclusion
TULA Skincare took the first steps of becoming one of the pioneers of the probiotic skincare movement.
Another factor contributing to TULA’s success is its overall blend of medical credibility, clean and skin-balancing formulations, bold storytelling, influencer-based marketing, and movementbased, purposeful branding (ie #EmbraceYourSkin).
TULA’s Cult Classic Cleanser, Gold Glow Eye Balm, and 24-7 Moisture Cream – TULA’s “core three” – highlight the brand philosophy of balance, microbiome support, and skin positivity.
