In today’s fast-moving beauty industry, it’s not just about lipsticks and skincare anymore — it’s about storytelling. Entrepreneurial beauty brands are now creating original content, especially reality-TV-inspired series, to better connect with customers and stand out in a crowded market.
These brands are blending entertainment with e-commerce, giving fans a reason to stick around and, more importantly, to shop. From drama-filled behind-the-scenes episodes to influencer-led product challenges, beauty companies are now playing the role of content creators and media houses.
Why Beauty Brands Are Becoming Content Creators
Gone are the days when a product launch was enough to grab attention. Today’s consumers, especially Gen Z and millennials, expect more than just ads. They want stories, entertainment, and authenticity. Beauty brands are answering this demand by producing their own video content, often formatted like hit reality shows.
For example, Rare Beauty by Selena Gomez recently launched a behind-the-scenes web series on YouTube that showcases its team, real customer stories, and inclusive campaigns. This approach not only builds brand loyalty but also increases time spent engaging with the brand.
According to a Forbes report, brands that create engaging content see nearly 8 times more return on investment than those that don’t.
Reality-TV Vibes: A Growing Content Trend
The use of reality-TV aesthetics isn’t accidental. Shows like Keeping Up with the Kardashians and The Real Housewives have long influenced beauty culture. Beauty startups are now mimicking these formats with episodic content.
One great example is One/Size Beauty, founded by influencer Patrick Starrr. The brand created a series called “Get Ready with Me, Then Cry,” where creators open up about emotional moments while applying makeup. The episodes mix vulnerability, humor, and makeup tips — keeping audiences emotionally and visually invested.
These content pieces are shared not just on YouTube, but also on Instagram, TikTok, and brand websites. This multi-platform strategy ensures maximum reach and engagement.
How Content Helps Build Brand Identity
For newer or smaller beauty brands, competing with industry giants like L’Oréal or Estée Lauder is tough. But content levels the playing field.
Creating original shows allows brands to showcase their values, team culture, and customer success stories. It builds authenticity, something that resonates with younger audiences. Brands like Youthforia, known for its sustainable and playful makeup, frequently post content that feels like vlogs — not commercials.
In one campaign, Youthforia featured a real-life couple trying the brand’s makeup during a surprise proposal shoot. The video was emotional, fun, and, importantly, shareable. It wasn’t just a product demo — it was a moment.
Beauty Meets E-Commerce: Shoppable Content
Many beauty content strategies now include direct links to products seen in the videos. This “shoppable content” model bridges the gap between inspiration and purchase.
For instance, when a model applies a new lipstick in an episode, viewers can click a link or tap the screen to instantly buy it. Brands like Glossier and Fenty Beauty are pioneers in combining storytelling with seamless shopping.
This trend not only boosts conversion rates but also improves customer retention. A study by Shopify revealed that videos with clickable product links can increase buying intent by over 80%.
Collaborating with Influencers and Creators
To maintain authenticity and relevance, beauty brands often invite influencers to co-create content. These collaborations bring in an already loyal audience and add credibility to the campaign.
For example, skincare brand Topicals teamed up with mental health influencers to produce a docuseries called “Skin Deep.” The show talks about the emotional side of skincare — like dealing with acne anxiety or hyperpigmentation stress — and shares expert advice, driving both awareness and trust.
Such influencer-led formats build a personal bond with the audience and allow the brand to speak directly to niche communities.
The Future: Beauty Studios?
Given the success of original video content, experts predict that many beauty brands may soon open in-house content studios. These would allow consistent, high-quality video production and even real-time livestream shopping events.
In fact, Nykaa, a major beauty retailer in India, has already invested heavily in content. Its digital wing NykaaTV produces tutorials, makeup challenges, and influencer-hosted series. With millions of views, it’s become a content powerhouse that also drives traffic to its shopping app.
As more brands realize the power of content-first strategies, this hybrid of media and beauty business will likely become the norm.
Challenges and Risks of Content Creation
While the trend is exciting, it isn’t without risks. Producing high-quality content requires investment in equipment, talent, scripting, and editing. Smaller brands may struggle to keep up with the frequency and quality needed to maintain audience interest.
There’s also the challenge of staying authentic. If the content starts to feel too polished or promotional, it can lose credibility. Striking the right balance between storytelling and product promotion is key.
Moreover, brands must be prepared to handle feedback. Online audiences are vocal, and any misstep in messaging can trigger backlash.
Conclusion: Content is the New Currency for Beauty Brands
The beauty industry has always thrived on visual appeal and personal connection. Now, with digital platforms in play, content creation has become the most effective tool to build brand stories, drive sales, and stand out.
As more brands tap into the power of original content — particularly in formats like reality-TV shows, docuseries, and creator vlogs — we can expect the line between beauty and entertainment to blur even further.
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