Imagine a world where customers are so devoted to a brand that they permanently ink its logo on their skin. Sounds extreme, right? But this isn’t just a fantasy—it’s happening right now in the beauty industry. At the 2025 WWD L.A. Beauty Forum, industry leaders gathered to discuss how brands are transforming consumers into passionate communities. And this is the part most people miss: it’s not about reaching millions; it’s about creating deep, meaningful connections with a dedicated few.
Take Cocokind, for example. Founder Priscilla Tsai shared a jaw-dropping story during a panel discussion with Noyz CEO Malena Higuera and NYX Professional Makeup’s Arnaud Kerviche. During a customer brand trip to Miami, six out of eight attendees spontaneously got tattoos of a coconut tree and the word ‘kind’—a testament to their loyalty. Tsai, who personally leads Cocokind’s ‘edutaining’ TikTok content (with over 172,000 followers), summed it up perfectly: ‘I’d rather have 1,000 obsessed customers than a million who just kind of like us.’
But here’s where it gets controversial: Is this level of devotion sustainable, or does it risk exploiting customer loyalty? Higuera argues that treating customers as stakeholders is key. Noyz, for instance, hosts exclusive brand trips, sends pre-launch goodies to loyal fans, and even lets customers take over their Snapchat account. Higuera’s bold move to experiment with Snapchat paid off—they gained 100,000 followers in just four weeks. ‘Engagement is the one thing you can’t buy,’ she emphasized. ‘A viral moment is fleeting, but an engaged community builds lasting value.’
NYX Professional Makeup takes a slightly different approach. By listening to their community, they’ve turned fan requests into viral campaigns. This summer, they collaborated with Love Island stars Olandria Carthen and Nic Vansteenberghe after fans noticed Carthen using NYX lip products on the show. ‘Gen Z craves connection,’ Kerviche explained. ‘When they feel seen, they connect deeply with a brand.’
But is this connection genuine, or just a marketing tactic? Tsai believes direct communication—through comment sections, DMs, and Instagram broadcasts—is essential. Higuera agrees, highlighting how investing in events has been a game-changer for Noyz. ‘We did 16 events in 45 days with just six team members,’ she recalled. ‘It was exhausting, but it taught us so much.’
So, here’s the question: Can brands truly foster authentic communities, or are these efforts just clever marketing ploys? Let’s discuss in the comments—what do you think?
