Information for this blog post was obtained from Sprout Social, House of Marketers, and Pretty Little Marketer.

I want you to think about a brand whose marketing strategy stands out to you. Did you think of a brand in the beauty industry? Me too. If you didn’t, there’s probably a good chance that there’s a beauty brand somewhere in your mind that just sticks.

The truth is, the beauty industry is killing the marketing game. With their focus on empowering women of all backgrounds, clever pop-culture references, and aesthetic product launches, there’s a lot to admire, and even more to learn.

So today, we’re diving into this world and all the ways the beauty industry is defining what modern social media marketing looks like.

1. Rhode’s Pre-Launch Tease: Creating Anticipation

Before the official launch of Rhode's Peptide Lip Shape, Hailey Bieber strategically used unbranded versions of the product in her social media posts. This subtle tease sparked curiosity among her followers, generating buzz and anticipation. By the time the product officially dropped, the audience was already engaged and eager to purchase. 

Takeaway: Building anticipation through strategic teasers can create a sense of exclusivity and excitement around a product launch.​

2. Inclusive Collaboration: Listening and Responding

Rhode faced criticism for a lack of diverse shades in a previous product launch. In response, they collaborated with beauty influencers Toni Bravo and Golloria to develop three new shades specifically for women of color in their Peptide Lip Shape line. This move showcased the brand's commitment to inclusivity and responsiveness to customer feedback. 

Takeaway: Actively listening to your audience and making tangible changes based on feedback can strengthen brand loyalty and trust.​

3. Blending Skincare and Makeup: Innovative Product Development

Rhode's Peptide Lip Shape isn't just a lip liner; it's a hybrid product that combines makeup with skincare benefits. By infusing peptides and fenugreek extract, the product offers both aesthetic appeal and lip nourishment. This innovative approach differentiates Rhode in a crowded market. 

Takeaway: Identifying and filling gaps in the market with innovative products can set a brand apart and meet evolving consumer needs.​

4. Leveraging TikTok: Engaging with Gen Z

Brands like e.l.f. Cosmetics have effectively utilized TikTok to reach younger audiences. Their #eyeslipsface campaign went viral, showcasing the power of platform-specific content. By creating engaging, music-driven challenges, they tapped into TikTok's culture and expanded their reach. 

Takeaway: Understanding and leveraging the unique features of each social media platform can enhance engagement and brand visibility.​

5. Educational Content: Building Authority

The Ordinary focuses on educational content, providing in-depth information about their products and ingredients. This approach positions them as a trustworthy source, helping consumers make informed decisions. 

Takeaway: Offering valuable, educational content can establish a brand as an authority in its field and build consumer trust.​

6. Interactive Tools: Enhancing User Experience

Fenty Beauty introduced the #ShadeMatching filter on TikTok, allowing users to find their perfect foundation shade virtually. This interactive tool not only engaged users but also simplified the purchasing process. 

Takeaway: Incorporating interactive elements can enhance user experience and drive conversions.

7. Consistent Aesthetic: Creating a Cohesive Brand Image

Glossier maintains a consistent, minimalist aesthetic across all platforms. This cohesive visual identity reinforces brand recognition and appeals to their target demographic. 

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Takeaway: A consistent and appealing aesthetic can strengthen brand identity and attract a loyal following.​

8. User-Generated Content: Fostering Community

Benefit Cosmetics encourages user-generated content by sharing customer photos and reviews on their social media channels. This strategy not only provides authentic testimonials but also fosters a sense of community. 

Takeaway: Highlighting user-generated content can build community and provide social proof to potential customers.​

9. Real-Time Engagement: Staying Relevant

Olay leverages real-time marketing by engaging with trending topics and events. By staying current, they keep their content fresh and relevant, capturing audience attention. 

Takeaway: Timely engagement with current trends can boost visibility and relevance in a fast-paced digital landscape.​

10. Data-Driven Decisions: Optimizing Strategies

Benefit Cosmetics utilizes analytics tools to monitor performance and optimize their social media strategies. By analyzing data, they can make informed decisions to improve engagement and reach. ​

Takeaway: Regularly analyzing performance metrics can help refine strategies and achieve better results.

Conclusion

Reflecting on the beauty industry's innovative approaches to social media marketing reveals strategies that can be applied across various platforms. From creating anticipation and engaging with audiences, to maintaining an aesthetic yet consumer based approach to their social media feed, the beauty industry is one to keep an eye one when creating a social media strategy.

Check out Faith's blog post for more about creating a brand identity on social media.

Disclaimer: No A.I. was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.

Resources

Barnhart, B. (2021, September 20). The Complete Guide to Social Media and the Beauty Industry. Sprout Social. https://sproutsocial.com/insights/social-media-and-beauty-industry/

HOM team House of Marketer. (2024, November 1). Top beauty brands that have nailed TikTok marketing strategy. House of Marketers. https://www.houseofmarketers.com/top-beauty-brands-tiktok-marketing-strategy/

OpenAI. (2025, April 21). What the Beauty Industry Can Teach Us About Social Media Marketing [Large language model]. ChatGPT. https://chat.openai.com/ 

OReilly, D. (2025a, February 26). Lessons-from-rhodes-peptide-lip-sculpt-launch. Pretty Little Marketer. https://www.prettylittlemarketer.com/blog/lessons-from-rhodes-peptide-lip-sculpt-launch