Introducing Your New Tone It Up!

By Durlan Vega on

When Karena and I founded Tone It Up 12 years ago, we set out to create a positive and inspiring place for you to reach your goals, connect with other women, and grow and evolve, together. We pinch ourselves every day seeing this beautiful and powerful community ~ it’s everything we dreamt of and more!

After working non-stop for over a decade… 2020 came rolling in and we were forced to be still. As difficult as it was, it also allowed Karena and I to press pause, giving us time to reflect on how much we’ve grown as women, as a team, and as a brand.

We want Tone It Up to truly represent the strong, sophisticated, unique, and vibrant woman that you are.

Today marks 1 year since the happy hour zoom call that changed everything * sauv-b and homemade protein cookies included *. Karena and I decided to embark on a creative journey together… your BRAND New TIU!

So over the last year, we worked behind the scenes between Manhattan Beach and Austin to make everything come together. Between countless late night FaceTimes, endless group texts running design concepts by girlfriends and family members, and creative meetings with our incredible HQ, we brought the embodiment of our dream brand to life. 

We're so proud to finally share... your brand new TIU!

  • Elegant, elevated and undeniably feminine aesthetic
  • Countertop-worthy design blends seamlessly into your self-care routine
  • Thoughtfully created for women, by women
  • Attainable, Accessible & For You!
  • Embodies the vibrance & beauty of the Tone It Up Community

When we designed your new packaging, we created a color palette from our favorite photos of Manhattan Beach— the muted blues of lifeguard stands, the golden light of a magic hour, vibrant beach sunsets, and our favorite hues of our brand DNA, coral and teal.

Your new line of nutrition products are starting to roll out to your local stores, so keep an eye out! For Texas girls, your newly branded products are already on the way to you at H-E-B. Target will be stocking up starting March 28th, and keep an eye on your inbox for when it’s available in your Tone It Up Shop!

We can’t wait to see you with your New TIU— make sure you take pics and share with us #TIUteam

We are so grateful to be on this incredible journey with you! We love you endlessly 🤗


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