How Beauty Brands Stay Authentic on Social Media

There is something to be said about the appeal of an aesthetically pleasing, perfectly curated social media presence. That said, how can a doctored facade improve your engagement and authentic relationships within your community?

The conversation about social media is slowly but surely changing as casual users, celebrities, influencers and brands alike are all starting to make moves to become more authentic on social platforms.

Many brands in the beauty industry specifically have become active in the authenticity movement. Beauty brands are maneuvering social media in this “woke” age when people are knowledgeable about the doctoring and careful curation that goes into establishing an online social presence.

Promotional Instagram videos, stories, and posts are often front and centre on our feeds. Brands need to use social media in a way that generates sales and conversation without sacrificing authenticity. 

While not all beauty brands are executing authentic practices, it’s important to note the ones that are. Businesses, celebrities and average users alike can learn from the way these brands practice honesty, transparency, and authenticity while maintaining an aesthetic feed: 

Sharing Ingredients

For a long time, makeup brands shied away from sharing what went into their products — because, to be honest, their ingredients left something to be desired. 

Now with people being more aware of what goes into skin care products, openness about ingredients is that much more important. This is why organic brands see so much success when they use social platforms to reveal and celebrate the ingredients they use.

A lot of the time, this openness does result in profit. Just read Grown Alchemist reviews or reviews of other organic products to see how these organic ingredients not only attract customers but are effective. 

Skin care brands are utilizing these platforms to showcase the components that set their products apart in an effort to reach their target audience — knowledgeable beauty enthusiasts. The reality is that social media is the most relevant channel for marketing for 42% of millennials and 50% of Gen Z.  

Not Doctoring Images

Beauty brands are becoming increasingly more “real” as they are doctoring images less, and showcasing natural, honest beauty — like real-life skin imperfections. 

Skin care and even makeup is about loving yourself and enhancing the beauty you already have. Why not embrace that instead of showing images of photoshopped models to promote products?

The reality is that 86% of customers find brand authenticity important when determining where to buy products.

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Showing the Production Process

Not only do people want to see what goes into their beauty products — they want to see how they are made! Are they made with unsafe equipment? Chemicals? Animal testing? Are they created In less than desirable working conditions? 

Now, brands share videos across YouTube, Instagram, and Facebook to showcase their production cycle. In fact, brands even invite social media influencers to their factories so that they can share their production cycle to generate conversation and brand awareness. 

Engaging with the Community

Beauty brands are becoming more and more engaging on social media. They are not only responding to messages but tagging followers and commenting on posts of others within the beauty community. 

Many brands in the space make a habit of sharing content from influencers and commenting encouraging and supportive messages of “yass queen” on the posts of people who follow them. This makes these brands not only seen and heard across the community, but makes them relatable and yes,


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