This is about a seismic shift in marketing—where brands evolve from mere advertisers to community builders.
In 2025, the beauty industry isn’t just selling products; it’s co-creating culture. Leading brands are investing heavily in content creation partnerships, signaling a new era where authenticity and community engagement drive success.
Rare Beauty: Building a Community-First Brand
Rare Beauty, founded by Selena Gomez, has redefined beauty marketing by focusing on community and authenticity.
Net Sales Growth: Surpassed $400 million in net sales for the 12 months ending May 2024, with annual sales growing 100% from 2021 to 2022 and 200% in 2023.
Social Media Influence: Gained 400,000 TikTok followers and over 600,000 Instagram followers in February 2023 alone, becoming the fastest-growing celebrity beauty brand on social media.
Philanthropic Impact: The Rare Impact Fund has raised $13 million to support mental health services, with a goal of raising $100 million over ten years.
CeraVe: Turning Viral Moments into Marketing Gold
CeraVe transformed a Reddit joke into a Super Bowl campaign, showcasing agility in creator-driven marketing.
Super Bowl Campaign Success: The 2024 Super Bowl ad garnered 1.44 billion paid media impressions and 798 million video views, leading to record-breaking sales in the U.S.
Creator Strategy: Collaborations with skinfluencers contributed to a 64% increase in earned media value, highlighting the impact of strategic creator partnerships.
Social Media Engagement: The hashtag #cerave has garnered billions of views on TikTok, reflecting the brand’s strong presence among Gen Z consumers.
Glossier: Authenticity at Scale
Glossier’s community-first model emphasizes real customer feedback and selective partnerships.
Valuation Milestone: In 2019, Glossier was valued at $1.2 billion after raising $150 million, reflecting its rapid growth and strong brand loyalty.
Ambassador Program: Built on authenticity, turning customers into brand advocates and leveraging unique strategies to transform into a global beauty brand.
Sol de Janeiro: Sensory Branding Meets Social Media
Sol de Janeiro’s vibrant branding and creator collaborations have propelled its popularity.
Social Media Presence: Over 2.6 million followers on Instagram and TikTok, with products gaining massive popularity on platforms like TikTok, aided by content creators such as Alix Earle and Mikayla Nogueira.
Product Demand: The brand’s signature scent products have inspired budget-friendly alternatives, indicating high consumer demand and brand influence.
Merit Beauty: Minimalism Meets Influence
Merit Beauty’s minimalist approach resonates with modern consumers seeking simplicity.
Creator Collaborations: Features real people using products in daily routines, emphasizing authenticity and relatability.
Growth Trajectory: Achieved explosive growth through strategic creator marketing, leveraging TikTok for marketing and emphasizing minimalist makeup.
The Takeaway
These brands exemplify the power of investing in authentic content and creator partnerships. By embracing the creator economy, they’re not only enhancing brand visibility but also building trust and driving conversions.
Ready to Elevate Your Brand?
At btrend, we connect brands with creators who align with their values and resonate with their target audience. Discover how we can help you harness the power of the creator economy.
𝗬𝗢𝗨𝗥 𝗖𝗥𝗘𝗔𝗧𝗜𝗩𝗜𝗧𝗬 𝗜𝗦 𝗣𝗢𝗪𝗘𝗥 ⚡
Match – Create – Monetize
About btrend
btrend is an AI-powered platform that connects businesses and content creators directly — no middlemen.
It streamlines collaborations, boosts campaign impact, and empowers both sides to control their content, pricing, and partnerships.
btrend is made for a generation that wants to create, collaborate, and monetize freely.
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