Curam – Brand guidelines

Curam is a Swedish self care brand. Dedicated to creating simple and effective self care tools, combining ancient healing art with Scandinavian simplicity. Developed to create a little space in a nonstop, fast-pace everyday life. Curam, is latin for ”take care of” and that is the sole purpose of the brand. We thrive to help you take care of yourself in simple and efficient ways. When and where it might suit you.

Because we believe that the power of wellbeing is in your own hands. Sometimes you might just need the right tools.

Why?

Encourage and help people take care of and take control of their well-being. We stand for self-care that is active, natural, and mindful. Our cups are both tools and a reminder to pause, listen, and give your body the support it needs.

How?

Self-care products and tools based on traditional methods adapted and packaged for modern man.

For?

Conscious people with an active and hectic lifestyle. Constantly connected and on the way somewhere, with an inherent longing for something more authentic.

What?

Cupping massage “on the go”. By moving cupping to the comfort of your home, Curam wants to extend the traditional treatment method to a ‘self-care on the go’ concept and by that make it attractive and accessible to more people. Create commitment and added value through different training programs and rituals adapted to different target groups and needs.

Mission

Our mission is to be a safe and encouraging voice that provides you with smart and simple “on the go” tools and inspiration to find balance and wellbeing. Curam reminds you to take care of yourself when you yourself forget. Through traditional knowledge packaged in Scandinavian minimalism and function.

Vision

One of the world’s leading self-care brands which inspires, encourages and empowers every individual to take action and responsibility for their own wellbeing by delivering self-care products on the go.

Tone of voice

Encouraging, relatable with a subtle twist. Always highlight the ritual, the act of using the product, not just the product itself. Avoid “anti-aging” language, instead: speak about glow, flow, balance, and recovery.

Our three focus areas

Connected to our different cupping programs and target audiences

Natural Glow – face

Message: natural lift, glow, skin health, calm for the nervous system.

Example copy: “Your 5-minute glow ritual.”

Target audience: 25+ who want to build long-term skin health.

Natural Recovery – training & performance

Message: recovery as strength, freedom of movement, muscle relaxation.

Example copy: “Recovery is a strength, not a pause.”

Target audience: both men and women who train and are physically active.

Natural Balance – wellness & flow

Message: lymphatic system, cellulite, connective tissue, scars, lightness in the body.

Example copy: “Support your body’s natural flow.”

Target audience: wellness-oriented men and women, 30+.

Tips for communicating in line with Curam

Build the story: share why you personally use the cups – in your skincare routine, after training, or to bring balance to your body.

• Choose one focus area per post: Natural Glow, Natural Recovery, or Natural Balance

• Show the ritual, not just the product

• Lean into the core values: glow/lift, recovery as strength, flow/balance

• Avoid “anti-age,” fixing, promising results, medical claims, negative messages, and quick-fix tones. It’s about ritual, consistency, and empowerment.

Examples:

• Natural Glow: “I use Curam’s facial cups for a simple 5-minute ritual that brings both glow

and calm.”

• Natural Recovery: “After training, I use Curam’s cups to soften my muscles and give my

body recovery.”

• Natural Balance: “Curam’s cups help me support my body’s flow – perfect for lymphatic

support and to soften connective tissue.”

Social Media Guidelines

• It must be clearly stated that the post is a paid collaboration. In posts on Instagram, LinkedIn, or Facebook, you can start your caption with “Paid partnership with Curam” and tag @bycuram in the post. For Stories, you can use #curampartner or #ad (as in advertisement) to show your followers that you distinguish between personal posts and professional ones that represent your business.These clarifications are required by law, and the authorities continuously review such posts. It’s important to us to lead by example and maintain high integrity, both personally and on behalf of the brand.

• Show a complete, clean, and naturally fresh look. We celebrate our unique appearances and want to inspire our followers by showing ourselves with the product in a way that aligns with our values: “We take care of ourselves too.” We use photos and videos without heavy filters. Makeup is, of course, welcome, but we encourage a fresh, natural look. When showing body parts or bare skin, we wear appropriate clothing that highlights the body and the cups in an educational way.

• Public statements must be 100% truthful. It’s essential that we stick to facts and genuine personal experience when talking about the cups, their functions, benefits, and results. We never make medical claims or refer to effects that imply medical outcomes. Always follow the product description and the general wellness effects we know the cups represent. You may refer to the fact that Curam is inspired by the principles of Traditional Chinese Medicine — these are the foundations from which we communicate.