The beauty industry is highly competitive and constantly changing. It is influenced by beauty influencers and shifting consumer preferences. In this landscape, building authenticity has become increasingly important.

Understanding the beauty industry landscape

Before diving into authenticity, it’s essential to understand the beauty industry’s landscape. This sector encompasses cosmetics, skincare, haircare, and more, with numerous brands vying for the attention of the same consumers. In this crowded space, authenticity is the key to standing out.

The role of beauty influencers

Beauty influencers are individuals who have gained a following on platforms such as Instagram, YouTube, and TikTok. They share beauty tips, product reviews, and personal stories. Their influence greatly affects consumer purchasing decisions, making them valuable assets for promoting authenticity in the beauty industry.

Authentic partnerships

Collaborate with beauty influencers who genuinely resonate with the company’s brand and products. Authentic partnerships create trust among the influencer’s followers.


Be transparent about the ingredients, sourcing, and manufacturing processes of the products. Consumers value brands that disclose essential information.

Realistic expectations

Avoid overhyping the products. Beauty influencers can help set realistic expectations by providing honest reviews and tutorials.

Customer testimonials

Share genuine customer testimonials and before-and-after photos. Hearing about real experiences from real people builds authenticity.

Diversity and inclusivity

Embrace diversity and inclusivity in the marketing campaigns. Showcase a wide range of skin tones, hair types, and beauty needs.


Highlight the brand’s commitment to sustainability. Eco-friendly packaging, cruelty-free products, and ethical practices resonate with socially conscious consumers.


Share the brand’s story and values. Explain why the brand is passionate about beauty and how its products make a difference.

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Actively engaging

Respond to comments, messages, and reviews promptly and genuinely. Show that the brand values the feedback it receives from its customers.

User-generated content (UGC)

Encourage customers to share their experiences with the products. Repost user-generated content to demonstrate real results.

Live demonstrations

Use live streaming on platforms like Instagram to demonstrate product usage and interact with the target audience in real time.


Offer glimpses behind the scenes of the brand. Show the people and processes that make the brand’s products special.

Consumer education and empowerment

Authenticity in the beauty industry involves educating and empowering consumers. Create tutorials and how-to guides that help consumers make the most of the products. Beauty influencers excel at this. Educate consumers about the ingredients in the products and their benefits. Knowledgeable consumers appreciate transparency. Share tips and routines for different skin and hair types. This demonstrates the brand’s expertise.

Challenges and ethical considerations

While building authenticity, beauty brands must navigate some challenges. They must ensure that the beauty influencers that they partner with are genuinely aligned with the brand values. Influencers who promote too many products may appear less authentic. Avoid greenwashing, where brands falsely claim to be eco-friendly. Be transparent about the brand’s sustainability efforts. Promote body positivity and avoid promoting unrealistic beauty standards. Embrace all body types and ages. Ensure that the product claims are backed by scientific evidence. Overpromising can damage a brand’s authenticity.

Rihanna’s Fenty Beauty example

Fenty Beauty, created by Rihanna, disrupted the beauty industry by prioritizing diversity and authenticity. The brand’s foundation shades cater to a broad range of skin tones, addressing a longstanding issue in the industry. Rihanna’s own authenticity and involvement in product development created a strong connection with consumers, making Fenty Beauty a massive success.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.