Your IG feed has a cozy, inviting vibe and does a great job showcasing your products and brand personality. To take it even further, I’d suggest adding more behind-the-scenes content, like how the wax melts are made or team moments, to build a stronger connection with your audience. Reels with scent pairings, customer reactions, or “day in the life” style content could also boost engagement and give a more personal touch to the brand.

I think Duolingo is doing a great job—especially on TikTok. They’ve built a fun, relatable brand personality that makes people want to engage, even if they’re not using the app. Another brand I really like is Glossier. They’ve created a strong community by reposting customer content, keeping their tone casual, and listening to what their audience wants.

I stay updated by following creators and marketers on platforms like TikTok, Instagram, and LinkedIn, and by paying attention to what’s trending in real time. I also watch how brands and influencers adapt to new features or shifts in content style. It helps me understand what works, what’s changing, and how to apply that to content ideas.