Strategies for Beauty Brands

12 Inspiring Social Media Strategies for Beauty Brands

The pioneering role of social media in the enhancement and growth of businesses cannot be underestimated. In recent years, there has been a significant increase in marketing engagement strategies across numerous industries via social media platforms, with the beauty brand industry being no exception. Successful beauty brands are harnessing the power of social media, devising inspiring social media strategies and campaigns to connect with, engage, and grow their clientele base. Here are 12 notable examples:

Glossier’s Organic Community Engagement:Strategies for Beauty Brands

Glossier is a perfect example of optimal utilization of social media campaign strategies. This brand capitalizes on user-generated content, putting consumers at the center of its marketing strategy. They repost customer reviews and photos regularly, creating a sense of community and ensuring that customers feel seen and valued.

Fenty Beauty by Rihanna’s Inclusivity Campaign:

Fenty Beauty made waves on social media by launching a broad array of foundation colors catering to all skin tones. This inclusivity campaign successfully leveraged the mantra ‘Beauty for All,’ emphasizing diversity and inclusion in the beauty industry, which created waves on social media and increased their brand popularity exponentially.

Maybelline’s DareToNeon Challenge on TikTok:

In an engaging move, Maybelline launched its neon eyeshadow palette via a hashtag challenge on TikTok. The creative, interactive, and inclusive nature of this campaign drew vast engagement from users, highlighting Maybelline as a brand attuned to trending social media strategies.

Lush’s Eco-friendly Approach:

Lush’s social media campaign focuses on promoting eco-friendly beauty products and business practices. Posting information about their packaging-free products and their stand against animal testing not only kept the audience well-informed but also effectively attracted those who value ethical and sustainable practices.

Estee Lauder’s Immersive Instagram Shopping Experience:

Creating an immersive shopping experience, Estee Lauder experimented with Instagram’s shoppable posts feature. This strategy allows consumers to purchase products directly from a post, making for a seamless shopping experience that bridges the gap between social media engagement and online shopping.

Nars Cosmetics’ Innovative Product Launch:The Best Strategies for Beauty Brands

Introducing a lipstick range, Nars Cosmetics leveraged social media’s Augmented Reality (AR) capabilities. This allowed customers to virtually ‘try on’ different lip shades, a creative approach that elevated their brand while providing an interactive customer experience.

Anastasia Beverly Hills Reposting User Photos:

Similar to Glossier, Anastasia Beverly Hills reposts high-quality user photos or “selfies”, creating free advertising and increased customer connection and engagement.

Sephora’s SephoraSelfie Approach:

Sephora takes social media engagement up a notch. Utilizing the hashtag #SephoraSelfie, it encourages customers to showcase their makeup looks, resulting in organic promotion and fostering a dynamic virtual community.

Drunk Elephant’s Transparency Campaign Strategy:

Underlining the ‘clean-compatible’ philosophy, Drunk Elephant presents ingredient transparency as a focal point in its social media strategies, educating followers about what goes into their products. This caters to the ever-growing conscious consumers who prioritize understanding product components.

Charlotte Tilbury’s Masterclass Series:

Fashioning a unique social media initiative, Charlotte Tilbury launched a series of ‘Beauty Masterclasses,’ conducted on Instagram live. These sessions offer useful beauty tips and tricks, and often engage other professionals in the field, offering followers unique insights while maintaining brand visibility.

Benefit Cosmetics ‘Brow Try-On’ Experience:

Benefit Cosmetics tapped into the virtual “try-on” trend by offering an AR Brow Try-On experience on its website. This innovative campaign elevated customer interaction, bridging the gap between in-store and online shopping.

Urban Decay’s #PrettyDifferent Campaign:

Through their #PrettyDifferent campaign, Urban Decay challenged stereotypical beauty norms, celebrating individuality and uniqueness. This disruptive, empowering social media campaign attracted those who are weary of unrealistic beauty standards, thus bolstering their stand in the market.


These 12 inspiring social media strategies and campaigns for beauty brands clearly emphasize the power of utilizing social media channels to foster consumer relationships, push boundaries, and drive brand growth in innovative ways. From organic community engagement to inclusivity campaigns and technological ventures, effective social media strategies and campaigns are truly transforming the face of marketing for beauty brands in the digital age.

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