Rare Beauty – They’ve nailed Instagram because their feed feels warm and real. It’s not just about pretty products — the brand talks openly about mental health and self-expression, which makes people feel like they’re part of a community, not just customers.   2. SheGlam – This one kills it with relatable, scroll-stopping visuals and tons of influencer collabs. Their content feels energetic and trend-aware, which helps them grow fast among younger beauty lovers.   3. Glow Recipe – Their Instagram is playful and informative. Instead of generic posts, they break down routines and ingredients in a fun way, so people actually learn something and stick around.   4. Sephora – It might be a retailer, not a single product line, but they’re socially smart. Their feed feels like a mini beauty magazine with tutorials, stories, and highlights from all the brands people are obsessed with — it keeps followers engaged daily.   5. Drunk Elephant – This brand has a cult following partly because its aesthetic (clean, bright visuals) and educational skincare tips translate really well on Instagram. They mix fun content with credible information, so it doesn’t feel like “ads.”  

When thinking about influencers for the brand, I’d prioritize people who feel authentic, trusted, and aligned with the audience, rather than just those with the biggest numbers. First, micro-influencers within the niche would be key. Creators with highly engaged communities often drive better results because their followers genuinely trust their recommendations. They feel more like real users than advertisers. Second, I’d look for a skincare or beauty educator—someone who explains ingredients, routines, and results in a clear, honest way. This type of influencer builds credibility and helps position the brand as thoughtful and effective. Third, a relatable lifestyle creator would be a great fit. Someone who naturally integrates beauty into their daily life—morning routines, self-care moments, or “get ready with me” content—helps the product feel easy and realistic to use. Fourth, I’d include a results-driven reviewer, known for testing products and giving balanced opinions. Their transparency increases trust and reassures potential customers who are still on the fence. Finally, I’d partner with a niche community voice—a creator who speaks directly to a specific audience or concern the brand addresses. This helps the message feel targeted and personal, which is especially powerful for a niche product. Overall, the goal wouldn’t be just reach, but influence that feels genuine, builds trust, and creates long-term brand credibility.

For a niche beauty product, I’d focus on trends that feel natural, relatable, and trust-building, not overly polished. First, I’d use “real results” short-form videos. Quick before-and-after clips, simple routines, or first-time reactions work really well because people want to see honest outcomes, not perfect ads. Even imperfect lighting or casual settings can make the content feel more authentic. Second, I’d lean into story-style content. Videos that start with a hook like “I didn’t think this would work, but…” or “This solved a problem I’ve had for years” tend to hold attention and feel personal. TikTok favors content that feels like a recommendation from a friend. Third, I’d take advantage of community-driven trends, such as replying to comments with videos or using niche hashtags that speak directly to a specific problem or audience. This helps the product feel discovered, not pushed, and builds trust within a smaller but more engaged community. Overall, I’d choose trends that prioritize credibility and connection, because in beauty—especially niche beauty—people buy based on trust, not hype.