Consumer Power & Realness: How Modern Beauty Marketing is Changing

In the past, beauty brands told us what to buy, how to look, and what “beautiful” meant. Ads were polished, models were flawless, and there wasn’t much room for real people or real voices. But fast forward to today, everything has changed.

Thanks to the internet and social media, consumers now have power, and beauty brands are learning to listen. People are using their voices online to call out fake advertising, demand inclusivity, and push brands to be more real. In response, companies are making big changes in how they market themselves, and honestly, it’s making the beauty world better for everyone.

Let’s talk about how consumer empowerment and authenticity are reshaping the beauty industry.

Consumers Are Speaking Up, and Brands Are Listening

It used to be that if you didn’t like a product, your only option was to tell your friends. Now? You can post a TikTok, leave a review, or tweet your thoughts, and millions might see it. Social media platforms have given consumers a direct line to brands, and that has changed the game.

Brands that ignore feedback or try to fake perfection often get called out. And fast. But those that listen and adapt are earning loyalty and respect. In fact, according to Erleia (2024) in Forbes, more and more beauty companies are focusing on transparency, diversity, and putting customers first because that’s what people demand.

Real Over Perfect: The Push for Authenticity

Today’s beauty consumers want real people, real stories, and real results. That’s why authenticity has become one of the most powerful marketing tools.

Take Fenty Beauty, for example. As we mentioned in another post, Fenty Beauty prioritized inclusivity, launching with 40 foundation shades and models of every skin tone. This wasn’t just great for business (though it totally was), it showed consumers they were seen. According to Brand Vision, this bold move helped Fenty build a community, not just a customer base.

Glossier is another brand built on authenticity. It grew out of a beauty blog, where the focus was on what real people use and love, not what brands push. Their motto? "Skin first, makeup second." And it works, because it feels genuine.

Representation Matters More Than Ever

For decades, the beauty industry was criticized for showing only one kind of beauty. But that’s changing. People now expect brands to showcase **diverse models** of all races, sizes, genders, and abilities. And they notice when brands fall short.

As Dolan (2021) from CNN explains, beauty standards have shifted over time, and now, thanks to digital platforms, we’re in an era where people are redefining beauty for themselves.

When brands are inclusive, it’s not just good PR, it’s good marketing. Inclusive campaigns get more shares, more buzz, and more customer love.

Accountability Is Key

One of the most powerful parts of the internet? Accountability. If a brand makes a mistake, whether it’s an offensive ad, a lack of shade range, or ignoring customer concerns, people will speak up. Fast.

And that public pressure can actually lead to real change. Some companies have apologized, rebranded, or improved their products because people demanded better. Beauty campaigns have a big impact on how women feel about themselves. That’s why it’s so important that brands market with care, honesty, and respect.

It’s All About Community Now

More and more brands are focusing on building a community, not just a customer list. They create content that starts conversations, repost customer photos, and even feature fans in their marketing. It’s about making people feel like they’re part of something, not just being sold to.

Rare Beauty, for example, builds its messaging around mental health and confidence, not just makeup. According to Cucu (2024), this emotional connection is one of the reasons the brand has such a loyal following.

When people feel valued, they stick around. And they tell others.

The beauty industry is in the middle of a major glow-up, and we, the consumers, are the reason why.

By speaking up, asking for more representation, and supporting brands that keep it real, we’re reshaping what beauty marketing looks like. And that’s something to be proud of.

You’re making a difference.

References

Cucu, E. (2024, June 11). Rare beauty’s marketing strategy: Socialinsider. Socialinsider Blog: Social media marketing insights and industry tips. https://www.socialinsider.io/blog/rare-beauty-marketing-strategy/ 

Dolan, L. (2021, June 1). A history of beauty trends – and the standards that shaped them. CNN. https://www.cnn.com/style/article/beauty-trends-history/index.html 

Erleia. (2024, May 9). Navigating AI in beauty: Transparency, customer focus and Diversity. Forbes. https://www.forbes.com/sites/forbeseq/2024/03/20/navigating-ai-in-beauty-transparency-customer-focus-and-diversity/