I would say Glossier, they're always active on social media showcasing different types of content. Whether it's UGC or announcing a new location/product, they're always popping up which is great since it keeps them on consumers' minds. I think what sets them apart is the fact that they were one of the first "clean beauty" brands and that helped them break into the market, and caused many other brands to follow. They don't aim to change people's features yet enhance it - which is nice for a makeup brand. It's a breath of fresh air to see makeup content that's not revolved around minimized pores and plucked eyebrows. I think they're conveying that message beautifully on their social media.