Contrary to what you might think, brand success isn’t just about creating exceptional products - it’s about cultivating a loyal and engaged community. People want to feel like they’re part of something bigger, and brands that invite them into the journey build deeper connections and long-term loyalty. Here’s how hair and beauty brands can build an engaged, thriving community:
1. Crowdsource Ideas & Ask Questions
Let's be honest, we all love to be heard. Involving your audience (customer or stockist) in the brand’s decision-making process makes them feel valued. Instead of guessing what your audience wants, ask them directly!
Run polls on Instagram Stories to determine which shades, packaging designs, or product names they prefer.
Create open-ended question boxes to gather ideas on formulation inclusions (e.g., “What ingredients do you love in a face mask?”).
Engage in real-time discussions via social media comments, email surveys, or live Q&A sessions.
By involving customers in product development and branding decisions, you’re not only gaining valuable insights but also creating a sense of ownership among your community.
2. Make Customers Feel Like One of the Team
People want to align with brands that share their values and listen to their voices. Instead of treating your audience as just customers, bring them into your inner circle.
Highlight customers and brand advocates by resharing user-generated content.
Offer exclusive perks for loyal stockists, such as early access to new launches or VIP events.
Feature testimonials or behind-the-scenes interviews showcasing real users’ experiences with your products.
When people feel like they are part of the brand, they naturally become authentic advocates and great ambassadors.

3. Bring Them Along for the Ride
Transparency and storytelling go a long way in making people feel connected to your brand’s journey. People love being part of something from the ground up, so take them behind the scenes!
Show sneak peeks of new product development, from concept to final packaging.
Share behind-the-scenes clips of photoshoots, factory visits, or team strategy sessions.
Document your brand’s wins and struggles, making your audience feel like they are growing with you.
This level of openness creates an emotional bond between your brand and its community, making your success feel like their success.
4. Tell Stories That Build Attachment
Storytelling is a powerful tool that makes people emotionally invested in your brand. Whether it’s the founder’s journey, the inspiration behind a product, or a customer transformation, stories create meaning beyond the product itself.
Share personal anecdotes about why the brand was created and the mission behind it.
Feature real customer stories that showcase how your products have transformed their confidence or beauty routine.
Use nostalgia, humour, and raw honesty to make your audience feel something.
The more your community resonates with your brand’s story, the more likely they are to stick around and become loyal fans.
5. Engage & Reward Loyalty
Building community isn’t just about talking - it’s about listening, responding, and rewarding engagement. Make sure you acknowledge and appreciate your community consistently.
Respond to comments, emails and DMs with genuine conversations, not just automated replies.
Surprise engaged customers or stockists with unexpected gifts, personalised discount codes, or handwritten thank-you notes.
Create community-driven loyalty programs that reward engagement, not just purchases.
A thriving community is built on authentic two-way interactions, not just broadcasting marketing messages.
Hair and beauty brands that build engaged communities don’t just sell products - they create a movement (check out Fayt The Labels content on IG as a great example). By inviting people into your brand’s world through crowdsourcing ideas, making them feel like insiders, sharing the behind-the-scenes journey, telling compelling stories, and rewarding their loyalty, you turn one-time buyers or another random stockist, into lifelong advocates.
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