From formulas to packing and marketing plans to influencer partnerships, every detail of a beauty brand is essential for success in 2025. With new skincare and makeup products hitting the market what feels like daily, brands need to break through the clutter to succeed – especially new brands without an existing consumer base.
To learn more about how brands are breaking through today, we joined hundreds of beauty industry experts at the Glossy Pop event in New York City to hear right from the source. Sessions included a mix of industry pros, from celebrity founders like Jonathan Van Ness and Blake Lively to top content creators like Stephanie Valentine, Sarah Palmyra and Darcei Giles.
Here are the key takeaways to keep in mind as 2026 planning kicks off:
Authenticity isn’t just about social content. It’s about your brand and what you’re building. Mario Dedivanovic spoke about the intersection of fashion, beauty and culture and how it has helped him shape his award-winning makeup brand, MAKEUP BY MARIO. One of his tips on authenticity? Be authentic to yourself when it comes to trends. Don’t tap into a trend just because it’s getting buzz. If you keep yourself and your vision in the process, you’ll evolve your brand with trends over time, not just capture one when it’s having a moment. In the same spirit, Mario encouraged attendees that creating products with purpose, meaning, passion and love have the power to outlast the carousel of trends destined to spin around the beauty world.
You must become an expert. It doesn’t matter what your role is; whatever it is, you need to be an expert in it. If you’re marketing a new product in hair care, for example, learn everything you can about hair. Be open and eager to education, opinions, and experts. To quote Jonathan Van Ness of JVN Hair, “Whatever you’re not interested in, find a way to get f*** interested in it.” At Coyne, we dive deep into our clients’ industries, following our favorite brands, creators, journalists, and KOLS. You name it, we crave it. Curiosity and passion drive creativity and success in brand building.
Credibility is shaping the next era of beauty. Social media has given experts like stylists and makeup artists a platform to share their expertise. They’re the movers and shakers of the industry, driving change and informing trends. Whether they’re building their own platform or partnering with brands they believe in, it’s their education and credibility that connects people. As consumers evolve from seeking viral videos to looking for more education, this credibility is driving a huge uptick in brand masterclasses, bringing experts right to the consumer. With Gen Z craving IRL experiences, a masterclass with a credible, authentic expert could be a key success driver for a beauty brand.
Individuality is important for content, but it isn’t a trend. Creators on different panels spoke about their processes in brand collaborations – from landing a partnership to developing the content and forging a lasting relationship. Authenticity, of course, was a hot topic, but something they all agreed drives authenticity is accepting individuality. A perfectly curated look with a trendy outfit and perfect glam will always be part of some creators’ equations, but something that will really stop a scroll is when you see someone wearing a totally different or shockingly simple ensemble. Not because it’s trending, but because they like it and it’s who they are. Individuality drives authenticity. It builds trust and comfort with your audience. Brands who are looking to work with creators should not just accept this individuality but embrace it.
As creators and brands become smarter and more strategic, so do consumers. Creators see how their followers can sniff out inauthentic brand deals, yet when a paid post feels genuine, they are more likely to engage with it, generating true sales. Top influencers have found the balance of working for your audience, not for brands, and prioritizing value over vanity. Brands, and social teams, should keep this in mind when selecting potential paid partners. Look for creators that are already talking about and using your product, because when it is a natural collaboration for both parties, followers are much less likely to mind the #ad in the caption.
Inclusivity and trust are what drive a lasting community. When it comes to creating a brand – or campaign – that lasts, you have to believe in yourself and be willing to pivot from the systems in place. What has worked before won’t necessarily work the next time, especially with ever changing trends and marketing tactics. For brand founders, keeping a pulse on true consumer insights – like by checking their DMs personally for feedback, complaints and suggestions – is a top way to ensure that they are giving the people what they want and setting the brand up for success. This same level of crowd sourcing works for a PR campaign. Utilizing social listening to understand what real consumers are saying about your brand should be at the top of the list when it comes to developing your next big idea. This can even allow brands to tap into niche “inside jokes” or trending topics that resonate greatly with Gen-Z.
So what does this mean for marketers as we look ahead to next year? As influencers continue to play a monstrous role in PR, Glossy Pop taught us that finding the right voices can amplify brands’ own stories. Authenticity should be a foundational brand principle when planning, not just a buzzword in brainstorms. Utilize industry experts to educate and entertain, while making a connection with consumers and building credibility for your brand.
