Tamara Reid

Reddit is everywhere in the marketing conversation right now — cited as the new SEO play, the place ChatGPT scrapes for opinions, the platform Australians use more than anywhere else in the world. Here's my strategic read on where it fits for B2B and B2C beauty brands in 2026, and a crystal-ball prediction for how Reddit becomes the credibility lens once agentic AI takes over brand discovery.

A few Fridays ago I found myself four hours deep in a research rabbit hole on a term I had only just heard named days earlier in a group chat, in the context of imitation of my own course material. The word was “knowledge brokering,” and I have not stopped thinking about it since. The Bridget Benges, Gay Wardles and Lia Trebilcocks of our industry have all shared variations of the same story, and once you have seen the pattern, you cannot unsee it.

The dermatologist co-sign is everywhere right now, from global giants like CeraVe to a growing list of Australian professional brands. The question is whether it does the same work in the professional channel as it does at the pharmacy shelf. A look at what genuine collaboration looks like, what the salon owner actually wants to hear, and where the strategy quietly falls apart.