Redefining Clean Beauty for a Henna Hair Dye
Challenge
- The beauty market is crowded, and while Surya Brasil leads with truly clean, vegan, and cruelty-free products, competitors often “greenwash” and present trend-forward, minimalist aesthetics that make Surya Brasil’s more traditional packaging feel less current
- While Surya Brasil has a loyal customer base in Brazil, its U.S. presence is limited and concentrated in a few regions. Growth will depend on reaching new, conscious consumers in larger numbers and establishing stronger brand recognition in international markets
Goals
- Establish Surya Brasil as the go-to brand for clean, non-toxic hair color worldwide. Its “Truly Clean®” standard should become a cornerstone of recognition and trust
- Strengthen community building and education. Through organic social media and transparent communication, Surya Brasil wants to help customers understand clean beauty, ingredient safety, and the unique benefits of henna, while also building trust and loyalty
Our Approach
- Built an integrated go-to-market strategy combining branding, social, paid, and influencer marketing to launch Surya Brasil in the U.S.
- Developed content pillars – Education, Product-Centric, and Lifestyle – to meet customers at every stage of their journey
- Executed a paid media plan with full-funnel messaging, geo-targeting, and non-branded SEM to capture high-intent traffic
The Actions
Seasonal Content Calendar
Planned organic and paid campaigns around cultural moments and seasonal needs to keep Surya Brasil top-of-mind and relevant year-round
Influencer Partnerships
Activated nano to macro influencers for authentic storytelling, tutorials, and user-generated content that built credibility and community
Paid Media Campaigns
Launched full-funnel campaigns across Meta and Google Search, targeting non-branded keywords and geo-prioritized regions to drive awareness and conversions
Content Pillars
Developed Education, Product-Centric, and Lifestyle content streams to inform, inspire, and convert audiences at every stage of the customer journey
