A beauty brand with great social media presence in my opinion would be glossier. Their minimalist approach creating the visuals for an elegant brand and user centric content creation that frequently features customer reviews and testimonials creating a sense of community writhing their brand definitely sets them apart. Alongside embracing diversity and inclusivity through featuring different skin tones and body types slowing its audience to connect to the brand on a personal level, they also put out engaging stories and give advice to their customers with regards to beauty and wellness. Lastly, I believe their collaborations with micro influencers helps them with engagement and entering various niche markets