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Traditional marketing approaches are giving way to more nuanced, community-driven strategies that prioritize connections.
April 11, 2025
By: Melissa Meisel
Written by: Karan Mehta, co-founder, Odore
As we look ahead to 2025, the beauty industry continues to shapeshift at an unprecedented pace. With global market value already exceeding $600 billion, brands are coming under increasing pressure to stay relevant and authentic in an increasingly competitive landscape.
Indeed, traditional marketing approaches are giving way to more nuanced, community-driven strategies that prioritize genuine connections over conventional advertising.
In my view, three key trends are set to define success in the coming year, and community-driven strategies at the heart of each of them.
Let’s take a closer look…
The most significant shift we’re witnessing is the development of community from a marketing tactic to a core business strategy. Beauty brands are recognizing that their most valuable asset isn’t simply their product lineup – it’s also their community of advocates, creators and loyal customers.
This shift goes beyond traditional customer engagement. Forward-thinking brands are creating two-way dialogues with their communities, using their input to drive product development, marketing strategies, and even business decisions.
In particular, we are seeing strong results when brands leverage nano and micro-influencers. These are brand advocates whose authentic voices resonate deeply with Gen Z consumers, a group that prioritizes genuine connections over polished advertising.
In 2025, I also believe that sustainability and transparency will become non-negotiable elements of beauty brand and marketing strategy.
We all know that consumers increasingly care about where their products come from, how they are made and the impact they have on the planet. However, the real innovation lies in how brands communicate their sustainable commitments – rather than relying on corporate statements, successful brands are empowering their communities to tell these stories.
We have experienced this firsthand. There has been a surge in user-generated content (UGC) focused on key sustainability topics such as ethical practices, ingredient transparency and sustainable packaging. This peer-to-peer communication carries significantly more weight than traditional marketing messages, with consumers now turning to authentic voices within brand communities for validation and inspiration.
While artificial intelligence continues to revolutionize the beauty industry, its most transformative impact in 2025 will be in enabling personalized content delivery at scale.
The key differentiator for successful brands won’t just be their use of AI – rather, it will be how they blend AI capabilities with human authenticity.
Leading brands are already using AI to optimise their community engagement strategies, analysing vast amounts of UGC to identify trends and preferences while maintaining the authentic human connections that drive meaningful engagement. This hybrid approach allows brands to scale their community-building efforts without losing the personal touch that makes them special.
To capitalize on these trends, beauty brands need to prioritize building and nurturing authentic communities.
This means moving beyond transactional influencer relationships to foster long-term partnerships with creators who genuinely love their products. At the same time, brands need to start investing in technology that can help scale these relationships without losing their authenticity.
The beauty businesses that will thrive most in 2025 are those that understand community is about more than gathering followers. Far more than that, a community is an ecosystem where customers, creators and brands can collaborate and grow together.
By leveraging the right technology platforms and focusing on authentic engagement, brands can turn their communities into powerful engines for growth, innovation and lasting success.
Karan Gupta is the co-founder and CEO of Odore, a customer engagement platform for direct-to-consumer brands. He launched Odore with his co-founder Armaan Mehta after graduating from the London School of Economics. Under Karan’s leadership, Odore has raised $8.5 million in venture capital across three rounds and secured major beauty brands like L’Oréal and LVMH as clients. Prior to Odore, Karan worked in business development at Kasko and briefly in marketing at Zomato.
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