The Digital Beauty Revolution: Brands Ruling Social Media

The Digital Beauty Revolution: Brands Ruling Social Media

September 8, 2023

Step into the digital realm of beauty, where the power of social media takes centre stage. Meet the beauty brands that have harnessed the magic of the digital age, and discover why they’re not just surviving but thriving in the world of likes, shares, and hashtags. These brands are the masters of social media, and we’re about to unravel the secrets behind their digital success.


ColourPop has a strong presence on social media platforms like Instagram and TikTok. They collaborate with popular influencers and engage with user-generated content, making their products highly shareable. Gen-Z appreciates their interactive and relatable approach.

Anastasia Beverly Hills

ABH has a massive following on Instagram, known for showcasing striking makeup looks created with their products. They use social media to highlight their diverse range of shades and their cult-favourite eyebrow products, which resonates with Gen-Z’s love for bold makeup looks and defined brows.

Sephora Collection

Sephora has a robust social media presence, using platforms like Instagram and YouTube to share makeup tutorials, product launches, and beauty tips. Gen-Z values the educational content and updates on the latest beauty trends.

Fenty Beauty

Fenty Beauty, created by Rihanna, leverages social media to celebrate inclusivity and diversity in beauty. Their posts featuring a variety of skin tones and genders resonate with Gen-Z’s desire for representation.

Huda Beauty

Huda Kattan, the founder of Huda Beauty, is a social media influencer herself. The brand leverages her personal following and creates engaging content on Instagram and YouTube, showcasing makeup tutorials and product demonstrations.

NYX Professional Makeup

NYX is celebrated for its interactive approach on social media, often hosting makeup challenges and featuring user-generated content on their platforms. Gen-Z appreciates the opportunity to showcase their creativity.


Morphe collaborates with a wide range of influencers and makeup artists, actively promoting their products on social media. Their approach resonates with Gen-Z’s enthusiasm for makeup experimentation.

Too Faced

Too Faced uses social media to promote their playful and whimsical brand identity. They engage with their audience through fun and relatable content, aligning with Gen-Z’s love for creative and colourful makeup.

Tarte Cosmetics

Tarte creates visually appealing content on platforms like Instagram, showcasing their products in stylish flat lays and vibrant makeup looks. Gen-Z is drawn to their aesthetic and product variety.

These brands excel in connecting with Gen-Z through their social media strategies, whether by showcasing inclusivity, sharing educational content, collaborating with influencers, or creating engaging and interactive posts. Gen-Z values brands that not only offer great products but also establish meaningful connections in the digital beauty community.