Maximising online presence

Digital marketing tactics for beauty brands  

In today’s industry, innovation is everywhere. Brands launch, fizzle out, and relaunch daily. Platforms like TikTok cause trends to live and die in what seems like a matter of minutes. This makes true connection more important than ever. But is fostering that connection as simple as posting more content or jumping on every viral trend? The easy answer: no. 

At Amigo, we know that maximising your online presence isn’t just about visibility—it’s about creating ecosystems where brands and consumers engage on their own terms. The opportunity is huge, but the challenge is clear: how do you build a digital strategy that cuts through the noise while staying true to your brand values? 
This blog will explore how beauty brands can use digital marketing tactics to stand out and build lasting connections that drive sustainable growth. 

Key takeaways: 

• The power of socials 
• Teach through stories 
• Community is everything 
• Harness technology 
• Scalable paid media 
• Sustainability is key

Instagram is the stalwart of beauty social media marketing, and its longevity is a key benefit. Since its birth in the early 2010s, it has grown into a powerful instrument for promoting brands, continually evolving with features like Reels and Stories to lean into the short-form video content audiences love. Influencers with established personas and followings have built their homes on Instagram, making it ideal for brands to collaborate with these tastemakers. 
Compared to other platforms, Instagram boasts a more ‘mature’ social community, often fostering a clean and wholesome aesthetic that aligns perfectly with certain beauty brands. However, its static post format and reliance on follower count for exposure don’t always suit the populist ethos of today’s beauty industry. 

For B2C brands, TikTok is a double-edged sword. It’s a democratic platform, unique in the way it groups people based on their interests rather than follower count. TikTok’s algorithm allows anyone to jump on a trend and go viral, supported by intuitive content creation tools built into the app. Trends like #GRWM (Get Ready With Me) and #SkinTok have amassed billions of views, making TikTok a goldmine for brands looking to engage younger, highly active audiences. However, TikTok’s relentless pace can make keeping up feel like a full-time job. 

Ultimately, TikTok is excellent for visibility but challenging for loyalty. Building lasting connections on a platform driven by fleeting trends requires deeper thinking—and that’s where brands can innovate. 

What TikTok strategies are working? NYX Professional Makeup’s #ButterGlossPop campaign used AR filters and trending sounds to let users try virtual shades in-app. The result? Viral engagement and a tangible boost in sales. 

In contrast to TikTok’s instant buzz, Pinterest offers a slower burn. It’s where consumers go to dream, discover, and plan, making it the perfect space for evergreen content. Shoppable boards like “10-Minute Skincare Routines” or “Eco-Friendly Beauty Must-Haves” not only showcase products but also position brands as experts. With Pinterest users being 90% more likely to make a purchase after pinning, the ROI is clear. 

Leaning into platform-specific strengths is a golden strategy: TikTok for visibility and Pinterest for longevity. Brands can amplify these efforts through authentic user-generated content. For example, Iconic London builds consumer trust by encouraging customers to share their experiences and photos using their products. They’ve even made this user-generated content shoppable—allowing potential customers to see real-life applications of their products while facilitating seamless shopping experiences. 

Teach through stories 

Consumers want to know why a product matters. This is where content marketing shines.
The brands that win online educate, inspire, and, most importantly, build trust. 

Take the rise of functional beauty content. Forest Lungs by The Nue Co. is a fragrance designed to reduce stress. By framing their products as tools for wellness, not just cosmetics, they’ve tapped into a broader conversation around beauty and mental health. It’s marketing that informs and resonates. 
Storytelling will always be inspirational, and it’s even more powerful when it’s interactive. Clinique’s AI-powered skin diagnosis quizzes have revolutionised the shopping experience. Instead of overwhelming consumers with choices, they guide them to tailored solutions—creating both trust and conversion opportunities. 

At Amigo, we understand that great content answers questions before they’re even asked. Whether it’s ingredient breakdowns, interactive quizzes, or behind-the-scenes stories, we help brands position themselves as thought leaders in beauty. The result? Deeper relationships and higher engagement. 

In the beauty space, community is everything 

Building an online community is about creating connection. Today’s consumers want to feel part of the process, not just passive participants. 
Gen Z consumers are co-creators. They shape the products that matter to them. Glossier nailed this by involving their audience in naming products and co-creating campaigns. The result? A loyal community that feels invested in the brand. Similarly, Hailey Bieber’s skincare brand, Rhode, captures its audience’s wants and needs with a focus on hydration and products like milky toners designed to elevate skin rather than edit it. 

Platforms like Discord, initially popular among gamers, are now emerging as tools for niche beauty communities. Enthusiasts gather in private, decentralised spaces to swap tips, share reviews, and build micro-communities. 

Community isn’t just a marketing tool. It’s a partnership. At Amigo, we’ve helped brands turn audiences into advocates by creating spaces where dialogue, collaboration, and co-creation flourish. For example, our work with ISAMAYA involved developing a full communication and channel strategy to build brand fame, achieving a 131% increase in order volume and a 143% revenue boost between Q4 2022 and Q4 2023. 

Paid media is as powerful as ever 

Organic reach is essential, but paid media is where brands can scale quickly. The key? Balancing performance with creativity. 
TikTok’s Spark Ads allow brands to amplify existing content, such as influencer posts, turning authentic moments into scalable campaigns. This kind of seamless integration feels native to the platform, boosting both engagement and trust. 

For a beauty client of ours, we ran dynamic retargeting ads that showcased products based on user browsing behaviour. The result? A 33% lift in ROAS (Return on Ad Spend) and higher conversion rates. 

Paid media works best when it doesn’t feel like an ad. By blending data-driven targeting with thumb-stopping creativity, we help brands achieve results that are both measurable and meaningful. 

Sustainability: walking the talk

Today’s beauty consumers are more eco-conscious than ever. But sustainability isn’t just about what brands produce—it’s about how they communicate it. 
Beauty Pie’s radical approach to cost transparency—breaking down exactly what consumers are paying for—has earned them credibility and loyalty in an industry often criticised for greenwashing. Similarly, brands like Hourglass are setting the standard with refillable systems that reduce waste while maintaining luxury appeal. 
Sustainability isn’t a trend; it’s a responsibility. At Amigo, we help brands integrate sustainability into their messaging authentically, ensuring it’s a core part of their story, not just a marketing angle.