When it comes to promoting wellness and beauty products, some platforms consistently outperform others because of their visual nature, community focus, and creator-driven culture. I believe the best one is TikTok due to beauty and wellness trends starting there, a massive potential for virality, consumers trust TikTok creators more than traditional ads, and it's great for authentic content.

Creating authentic, engaging content for a beauty brand is all about building trust, emotional connection, and a sense of community. I'd start with a deep understanding of the audience (their values, aspirations, etc.), then I'd showcase a real story, educate not just sell, and show the process while creating content that feels like a conversation.