Tualy — Beauty & Wellness Marketplace

The BriefEl BriefEl Brief

Beauty was never just
for women.

Tualy started as a challenge of radical inclusion. The beauty and wellness marketplace category was dominated by pink, feminine, exclusionary aesthetics — built for a narrow idea of who cares about their appearance. Tualy was designed from the ground up to be different: a brand for everyone who has a body and takes care of it.

Tualy comenzó como un reto de inclusión radical. La categoría de marketplace de belleza y bienestar estaba dominada por códigos visuales rosados, femeninos y excluyentes. Tualy quería romper eso — un marketplace donde cada colombiano que se cuida a sí mismo se siente visto.

The Strategic Challenge

"How do you build a beauty brand that men don't run away from — without losing the women who've always been there?"

"¿Cómo construyes una marca de belleza de la que los hombres no huyan — sin perder a las mujeres que siempre han estado ahí?"

The deep dive workshops uncovered the core problem: the beauty services market in Colombia was growing, but it was segmented, informal, and heavily gendered. Men were visiting barbers and beauty salons in increasing numbers but encountering brands that made them feel unwelcome. The opportunity was a platform that could serve everyone — not by erasing gender from the equation, but by refusing to make it the only thing. From "la manicurista" to "tu ritual semanal de cuidado personal."

The Brand Strategy

"From la manicurista — to the platform for everyone who takes care of themselves."

"De la manicurista — a la plataforma para todos los que se cuidan a sí mismos."

Two audiences, two campaign voices, one brand. For clients: "Encuentra algo que te gusta de ti, todos los días" — an invitation to self-discovery and joyful self-care. For beauty professionals: "Ayúdanos a provocar más sonrisas frente al espejo. Elige el sueldo que quieres cada mes" — empowerment, professional dignity, economic autonomy. Tualy positioned itself not as a booking app but as a partner in the wellbeing economy: for the person receiving care, and the person providing it.

The Old World

Beauty was a closed door.

The Colombian beauty services category before Tualy was highly fragmented: neighbourhood salons serving women, barberías serving men, nail technicians working informally from home. No unified platform. No professional infrastructure. No brand that looked and felt like it served everyone.

Feminine by default — pink, script fonts, flower imagery

Informality — no booking, no guarantees, no standards

Fragmented — no platform connecting clients and professionals

Gendered exclusion — men visible in market data, invisible in the brand world

The Tualy Way

Wellbeing is for everyone.

Tualy's visual language was designed to be neutral without being cold — geometric, graphic, playful. The brand uses a colour system rather than a single colour: mint for freshness, pink for warmth, blue for trust, yellow for joy. No colour owns the brand. The brand owns them all.

Geometric, not pretty — angular colour blocks, bold type, no florals

Multi-colour system — no gender assigned to any accent colour

Both voices — client campaign and stylist recruitment campaign simultaneously

Service-first UI — Barbas, Uñas, Pestañas, Peinados, Depilación — all equal

Brand Identity

The geometry of personal care.

The Tualy identity is built on a simple but radical visual idea: the diagonal. A bold diagonal colour block separates every surface — letterhead, envelope, backpack, uniform — into two zones. The geometry is clean, flexible, and completely free of beauty-category clichés. The wordmark is lowercase, rounded, friendly, and utterly ungendered.

La identidad de Tualy está construida sobre una idea visual simple pero radical: la diagonal. Un bloque de color diagonal en negrita separa cada composición — dividiendo el espacio, creando energía, negándose a quedarse quieto. Funciona en todos los géneros, en todos los servicios, en toda Colombia.

The Wordmark

Lowercase "tualy" in a rounded geometric sans — warm enough for the care category, clean enough for a tech platform. The "y" is the brand's most distinctive character: its descender becomes a standalone mark when isolated, acting as a monogram at any scale. Tu + aly: the possessive "tu" (your) embedded in the name itself.

The Diagonal System

A 45° diagonal colour block runs across every branded surface — the front pocket of the backpack, the thigh panel of the uniform, the flap of the envelope, the bottom third of the letterhead. It's the brand's structural fingerprint: the instant signal that makes Tualy identifiable at a glance, on any surface, in any context.

The App UI

The app uses the same diagonal geometry as the identity — each service category has its own colour block behind the head photograph of the model. Barbas (green), Pestañas (pink), Depilación (blue), Peinados (yellow). Swipe left to browse services. The interface is a photo gallery with prices and a booking CTA. Beauty, made accessible.

Uniform Design

The stylist is the brand.

Tualy's uniform system turns every beauty professional into a walking expression of the brand — and gives them a choice. The base uniform is the same for everyone: beige, clean, professional, gender-neutral scrub. The colour that differentiates: a diagonal panel on the trousers and a matching split mask, available in either pink or mint green. The stylist chooses their colour. Their identity, their choice.

Pink Variant

Rosa — Calidez

The pink diagonal panel and matching split mask signal warmth, approachability, and care. This variant is often chosen by professionals in nail, eyelash, and skincare services — but the choice is always the stylist's, never the service category's.

Green Variant

Verde — Energía

The mint green diagonal signals energy, freshness, and confidence. Most visible in barba and depilación specialists, but again: the stylist decides. The two uniforms together make the brand's multi-colour system visible in physical space — every appointment is a brand moment.

The Philosophy

Tualy recruits too.

"Ayúdanos a provocar más sonrisas frente al espejo. Elige el sueldo que quieres cada mes." The billboard campaign for stylists used the uniform itself as a creative element — a Tualy professional in full uniform, smiling, with the economic empowerment message. The brand recruits its own workforce through OOH.

Colour System

No colour owns the brand.
The brand owns them all.

Tualy's multi-colour system is the clearest expression of its inclusion philosophy. Unlike a mono-colour brand, Tualy uses five distinct accent colours — each one assigned to a different service category in the app, interchangeable in the identity system, equally valid in campaign materials.

Tualy Mint

#2dd68a

Primary · Barbas · Wordmark bg

Tualy Pink

#ff4d88

Uniform · Pestañas · Warmth

Tualy Blue

#3060e8

Depilación · Trust · Business card back

Tualy Yellow

#f0c840

Peinados · Joy · Accent

Warm Cream

#f8f4ee

Stationery · Uniform base · Surfaces

Near Black

#181818

Wordmark · Body type · All surfaces

Beauty was never justfor women.