“Working with the Common Intent team is refreshing and heartfelt, it is the cumulation of like-minded, highly professional, talented and authentic individuals that put the bespoke service back into agency.”
About The Brand
Tulita is pioneering a new paradigm in luxury fragrance, setting the benchmark for sustainability and transparency. As leaders of the Blue Beauty movement, they exceed industry norms by ensuring every element of their products is natural, plastic-negative, refillable, upcycled, and biodegradable.
The fragrance industry is one of the only industries that isn’t required to disclose the ingredients and formulas used in its products.
Tulita stands in opposition to this, and goes beyond “clean beauty” by offering radical transparency—disclosing not only what ingredients they use but also their origins. Through partnerships with farmers and suppliers, they champion biodiversity and sustainable practices, reconnecting people to the Earth.
Tulita’s fragrances are more than scents—they’re wellness tools.
Each fragrance aligns with specific moods and emotional states, connecting with the body’s seven chakras, helping individuals rebalance and find harmony. The collection reflects Tulita’s belief that luxury should serve both people and the planet, all while delivering experiences rooted in Ayurvedic wisdom.
Our Partnership
There since the beginning.
Our collaboration with Tulita began before their official launch.
Working alongside their branding agency, we provided strategic insights to guide web design, ensuring optimal conversion paths for new customers. From there, we developed an integrated marketing strategy that spanned performance marketing, website optimisation, creative content, and email marketing.
Our approach to Tulita’s growth is rooted in continuous testing, iteration, and learning.
We maintain a close feedback loop with the Tulita team, evaluating performance data weekly to uncover new opportunities and refine creative execution. This collaborative dynamic ensures that each ad and campaign aligns with the brand’s ethos while driving measurable outcomes.
Before launch, we supported the eDM setup with critical flows, crafting compelling emails that highlighted what makes Tulita so unique, and ensured brand aligned. We also tailored Shopify’s automated emails to enhance the customer journey, reinforcing Tulita’s premium positioning. As the brand has grown, we’ve refined these flows to ensure they stay relevant and effective, alongside adding value to their community.
From launch, our focus has been building brand awareness and driving new customer acquisition through data-led Performance Marketing.
By targeting key audiences across multiple channels, we’ve gained deep insights into customer behaviour—refining our strategies based on what resonates most. Ongoing creative testing has helped us optimise Tulita’s messaging to reflect the brand’s unique value proposition within moments.
Our partnership with Tulita has been about more than just driving growth metrics — it’s been about building meaningful connections between the brand and its community in a space that is well and truly in need of a shake-up.
By aligning our ad strategy with Tulita’s values, we’ve supported their mission to inspire mindful living and sustainable luxury, ensuring that each customer interaction reflects their commitment to wellbeing, transparency, and the planet.
We’re so proud to have been a small part of Tulita’s journey, amplifying their message of conscious living from the brand’s earliest days to becoming Australia’s most-awarded fragrance brand of 2024.
Looking Ahead
Moving forward, we’re excited to continue our journey with Tulita, supporting their mission to redefine luxury fragrance through sustainability and transparency, and contributing to a movement that values conscious living and meaningful connections.
As Tulita continues to innovate and inspire, we’re proud to stand alongside them — amplifying their message and celebrating each milestone.
Kind Words
“Working with the Common Intent team is refreshing and heartfelt, it is the cumulation of like-minded, highly professional, talented and authentic individuals that put the bespoke service back into agency. Over the past year Tulita and Common Intent have worked closely together to launch, optimise and grow Tulita across eDMs, Performance Marketing and Paid Advertising and website optimisation”
– Lucy Bradshaw, Founder of Tulita
