The Beauty Industry and Social Media Marketing

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Social media channels have proven to be a great platform for digital marketing time and again. With businesses wanting an online presence, many brands are using these platforms to market their products. In that way, it is safe to say that the beauty industry is one of the most profitable industries on social media. The interaction between brands and consumers on a regular basis proves the notion of continuous user engagement.

So, how does the beauty industry benefit from social media in such an extensive manner? Let’s take a look at some beauty brands with unique successful social media marketing strategies.


Sephora is a makeup paradise selling many products of different world class brands. It is a one stop makeup destination for many women! Looking at their Instagram page, you would find a display of their products from where you can shop directly. They’ve brought the store to the customers instead of asking the customers to visit their store! This trend has given way to more of ‘social selling’, where consumers can buy products directly on Instagram.

Colourpop Cosmetics

Colourpop Cosmetics is a popular makeup brand based in Los Angeles. To increase their user engagement on social media, they have a unique hashtag #ColourPopMe. Through this hashtag, people have the opportunity of getting their makeup looks featured on Colourpop’s official Instagram handle. The criterion is that they would use Colourpop cosmetics products exclusively. Hashtags are crucial for a brand in creating an online community.

Fenty Beauty

Fenty beauty owned by Rihanna, is a fairly new addition to the makeup industry. The brand has seen a huge amount of online growth in the last couple of years. Fenty launched their brand with an inclusive and diverse shade range. The launch of the brand was hugely followed on Instagram and Facebook, with the brand garnering 1.4m followers in the first four days. The brand owes their success to many online product reviewers, influencers and beauty bloggers and not to forget, fans of Rihanna!

NYX Cosmetics

Competitions are a great way to increase brand following on Social Media. NYX Cosmetics, a widely popular makeup brand in the US, is known for its affordable and high quality makeup products. Their digital marketing strategy relies on utilizing a lot of user-generated content. Their ‘Face Awards’ is a competition for online beauty bloggers to post makeup videos and stand a chance to win ‘Beauty Vlogger of the Year’ title. This increases the brand awareness by allowing consumer participation.

The evolution of beauty industry through social media marketing is a global phenomenon. Small scale makeup brands are also picking up the online race for visibility gradually. This has also increased competition among the brands, giving way to constant innovative strategies to stay relevant.

What do you think is the next big thing for the beauty industry? Let us know in the comments.

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