TULA was started by a gut doctor. Dr. Roshini Raj, a practicing gastroenterologist, founded the brand in 2014, and its press releases explain the name: tula means balance in Sanskrit. BeautyMatter lists two co-founders alongside her, Ken Landis, who co-founded Bobbi Brown Cosmetics, and Dan Reich.

The idea came from her patients. According to the brand, Dr. Raj noticed that patients who took probiotics for gut health also talked about looking and feeling better, and she built TULA skincare around probiotic extracts and superfoods. The brand's line is simple: what is good for your body is good for your skin. Procter & Gamble bought TULA in January 2022, with the brand's CEO staying on to run it.

What I like about the line is that it is easy to understand. The packaging is teal and white, the names are plain, and most products do one job. The cleanser is called The Cult Classic, and the brand says one sells every 30 seconds.

The first grid is TULA face care, from cleanser and toner to treatments, moisturizer and SPF. The second grid is everything else: eye treatments, a lip treatment, masks, body care and a sunscreen stick.

My tip if you are new to it: start with three products, the cleanser, the 24-7 moisturizer and the Protect + Glow SPF, for two weeks. Add a treatment only once you know how your skin reacts to the basics.

Here is the face routine, in the order you would use it.

The Cult Classic Purifying Face Cleanser is the brand's number one cleanser, a gel that turns to foam and washes away makeup, dirt and oil. The Secret Solution is the top-selling toner, and it exfoliates, so I would use it at night rather than every morning. So Polished is a gentle scrub for once or twice a week, and TULA says it has sold over 500,000.

Then the treatments. Clear Up is a pore-clearing gel that exfoliates and helps fade the marks left by old breakouts. The Brightening Treatment Drops are a doctor-founded dose of glow, as the brand puts it, for dullness and dark spots.

Glow + Get It is a cooling eye balm with caffeine that firms and brightens tired under-eyes in one swipe. I keep mine in the fridge in summer.

To finish, 24-7 Moisture is the cream the whole 24-7 range is built around, one formula for day and night, with over 4,300 five-star reviews on the brand site. Protect + Glow SPF 30 is a broad spectrum sunscreen with antioxidants and a glowy finish.

What I would skip: Secret Solution, Clear Up and So Polished all on the same night. Three exfoliating steps at once is too much for most skin, so rotate them.

The second grid is where TULA gets more playful.

'Spresso is another caffeine eye balm, a swipe that energizes and depuffs. Instant De-Puff is a lightweight eye serum with prebiotics, peptides and a cooling metal tip, which is the one I reach for after a short night.

'Glaze is a lip treatment with prebiotics, peptides and hyaluronic acid and a rosy tint that the brand calls universally flattering, and it claims 24 hours of hydration.

For masks, Detox in a Jar is a clay treatment with volcanic sand, made as a weekly reset. H2Oasis is a hydration mask that TULA says revives tired, dehydrated skin in 10 minutes, with ceramides and hyaluronic acid.

For the body, Whipped Glow is the brand's number one body moisturizer, rosy and illuminating with a sparkling rosé scent. The So Polished Body Scrub is the face scrub made bigger, with coconut oil and large sugar crystals that melt as they lather.

Protect + Go SPF 50 is a sunscreen stick with vitamin C and cloudberry. It is the easiest way to reapply over makeup, and it fits in any pocket.

What I would skip: Detox in a Jar on dry or sensitive skin. Clay and volcanic sand can leave dry skin tight, so reach for H2Oasis instead.

I think TULA skincare works best when you treat it the way a doctor would, one change at a time. Start with the cleanser, the moisturizer and the SPF. Give it two weeks, then add a treatment, then an eye balm. Dr. Raj named the brand for balance, and that is the useful idea here: fewer steps, done consistently, rather than every jar at once. The products are pleasant enough that sticking with them is easy. If you want to keep browsing, I also put together Amika Shampoo, From the Brooklyn Brand Named for a Friend and Odele, the Minneapolis Hair Care Brand Named for Sharing.