If this was an item that was discontinued or reformulated then I think it would be great to take inspiration from glossier. To send out samples of these products in every order and send them to influencers/UGC to create interest in the product before it is even launched. This will also create demand and scarcity mindset for the product. Them you can announce the launch of the product and have that also advertised through the same UGC/influencers.

Rare Beauty is doing absolutely with their social strategy. Rare Beauty feels very welcoming and personal to customers because of their cause driven strategy. They create arthritis accessible products which personally aligns with Selena herself and her struggles with lupus. They also started the Rare Impact Fund, every product that is bought helps them reach their goal of 100 million dollars raised to expand access to mental health services. This creates a meaningful environment around the brand themselves. Rare Beauty also very quickly adapted to our fast changing social media outlets and is very successful in tik tok. They follow trends and show a relatable, lighthearted outlook on the brand on their tik tok. This then drives users to explore their other platforms and learn more about the product and brand. Their instagram is a very aesthetic but more professional display allowing users to get both sides and caters to a wide variety. Overall this is why Rare Beauty is seeing such amazing success on social media.

Your instagram username. It should be easy to find your account and your content. Right now the username is the_candier. This is not easy to find and it doesn't appear as clean or effortless. Just having the username being Candier will make it seem more professional, clean, and easy to find.