Why Beauty Brands Are Logging Off: The Social Media Reckoning - and What Comes Next
In 2025, the beauty industry is experiencing a digital detox. After a decade of dependence on Instagram, Facebook, and TikTok, brands are questioning whether the ROI of social media is worth the algorithmic chaos, ad spend, and authenticity loss. Spoiler: for many, it’s not.
The Growing Challenges of Social Media
Social media used to be the go-to for growth. Now, it’s starting to feel like a trap.
📉 Algorithm Fatigue
Organic reach is in freefall. Instagram engagement alone dropped 30% year-over-year in 2023 (Later). Brands are paying more for less visibility.
😟 Mental Health Concerns
The pressure to perform online is taking a toll, especially on Gen Z. Studies show links between social media use and anxiety, depression, and negative body image (Journal of Adolescent Health).
🙄 A Crisis of Authenticity
Perfect feeds don’t build trust. Consumers crave realness, not retouched.
The Brands Walking Away
🚫 Lush Cosmetics: A Bold Exit
In late 2021, Lush deactivated its Instagram, TikTok, Facebook, and Snapchat accounts, citing concerns over mental health and algorithmic manipulation.
“We are tired of fighting with algorithms and paying to appear in your newsfeed.” – Lush
Instead, Lush doubled down on in-store experiences, email marketing, and their own website. And they’re not alone.
🧴 Who Else is Scaling Back?
Drunk Elephant has shifted focus to retail partnerships and owned content.
Deciem (The Ordinary) uses minimal social and relies on email and community engagement.
Rare Beauty: In April 2025, Selena Gomez's Rare Beauty launched a Substack newsletter, "Rare Insider," to share behind-the-scenes content and deepen community engagement. This move aligns with Gomez's history of stepping back from personal social media use, emphasizing authentic connections over algorithm-driven platforms.
Alternatives: How Beauty Brands Are Rebuilding Community
Stepping away from social doesn’t mean stepping back. Here’s where brands are showing up now:
1. 💌 Email Is the New VIP Club
Tools like Klaviyo and Substack allow for segmentation, storytelling, and sales—all without fighting algorithms. It’s intimate, effective, and totally ownable.
2. 💬 Digital Community Platforms
Discord, Geneva, Mighty Networks—these spaces offer room for direct conversation, exclusive drops, and a sense of belonging that’s hard to replicate on social.
3. 📸 User-Generated Content (UGC)
UGC is the most trusted content out there. Why? Because it's real. Consider the stats:
84% of consumers trust brands that use UGC in their marketing
79% say UGC impacts their buying decisions
Brands using UGC see a 50% increase in engagement and a 29% boost in conversions
(Sources: Bazaarvoice, Hearts & Science, EveryoneSocial)
Pro tip: build a system to collect and spotlight customer content on your website, emails, and packaging.
4. 🛍 IRL Is Making a Comeback
Activations, pop-ups, and sensorial events are booming. Think fragrance labs, skincare bars, live demos. These experiences offer something social never could: actual human connection.
Is This the End of Social for Beauty Brands?
Not quite. Social isn’t dead—but it’s no longer the only game around. The smartest brands are diversifying. They’re building owned channels, investing in community, and prioritizing depth over reach.
Final Takeaway
If you're a beauty brand feeling stuck in the scroll, here's your permission slip to log off (at least a little). Community is no longer about chasing likes but creating spaces your audience wants to return to.
✨ The future of beauty is community-powered. And it’s happening off the grid. ✨
Need help rethinking your digital strategy?
Let’s talk about how to build community, drive loyalty, and grow without relying on the algorithm.