In the shifting landscape of beauty retail, brands are facing a critical juncture. The recent uncertainty surrounding TikTok has sparked a reevaluation of social selling strategies, highlighting a stark reality: many brands don’t truly own the communities they’ve built on these platforms.

For years, beauty brands have poured resources into cultivating followers and engagement on social media, particularly TikTok. However, this approach has left them vulnerable to the whims of platform policies and geopolitical tensions. The potential loss of access to these audiences represents an existential threat to businesses that have become overly reliant on a single channel.

As we look ahead to the next 75 days, brands must take immediate steps to insulate themselves from platform volatility while strengthening their connection with consumers. This isn’t just about risk mitigation; it’s about reclaiming ownership of customer relationships and data.

Own your community: First, brands must focus on building owned platforms and communities. This could involve developing robust email lists, creating engaging mobile apps, or leveraging emerging technologies that allow for direct consumer interaction.

Diversify your social commerce strategy: Diversifying across alternative social commerce platforms is essential. By spreading their presence, brands can mitigate risk while maintaining access to valuable customer insights.

Invest in your content: Next, brands must invest in creating compelling, platform-agnostic content that can be easily adapted across multiple channels. This flexibility is key in maintaining consistent engagement regardless of where consumers choose to interact.

Reevaluate your influencer partnerships: Lastly, instead of relying solely on mega-influencers, brands should consider fostering relationships with micro-influencers and loyal customers who can become authentic brand advocates across various platforms.

This critical period offers beauty brands an opportunity to pivot their strategies and secure their digital futures. Those who act swiftly to reclaim ownership of their communities will be best positioned to thrive in the evolving social commerce landscape.

About the Author

Robert W. D’Loren has been an entrepreneur, innovator, and pioneer focused on the consumer products and media industries for the past 35 years. Today, he serves as the Founder, Chairman, and Chief Executive Officer of Xcel, which owns the Isaac Mizrahi, Judith Ripka, H Halston, C Wonder by Christian Siriano, Longaberger, LOGO by Lori Goldstein, and TWRHLL by Christie Brinkley brands. He serves as Chairman of IPX Capital, LLC and related subsidiaries, a consumer products and media investment company, and co-founded KonnectBio, Inc. and ORME, both live streaming and social commerce technology companies.

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