Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers, according to Natasha Hulme, Global Strategy Director at SEEN Group.

Why it matters

With social media and influencers now ruling beauty marketing, and consumer motivations drastically changing, brands must embrace future-forward marketing approaches to stay relevant: 80% of Gen Z beauty shoppers globally now say that beauty is about confidence and not appearance.

Key Takeaways

• Young brands like Glossier and Fenty Beauty understood the power of social media early on and used these platforms to build...