As an online eyelashes retailer, our products are available on our website Lzrdlash.com, but it's through social channels where many customers discover us. To enrich this experience, we provide insightful blogs on our website that delve into current Beauty Trends like the 'Clean Girl Aesthetic,' which you can find in this blog post: The Clean Girl Aesthetic: Where Subtlety Meets Grace. In recognizing the transformative trends in the Beauty Industry, it's clear that authentic, no-filter home demonstrations are essential to showcase the real aspects of products. As a Transwoman and founder of the UK's leading Ethical Vegan Eyelashes company, I witness this trend daily. Tailoring content to various like-minded customer groups is crucial to meet their unique needs and preferences. Utilizing platforms like TikTok, Instagram, and YouTube, where beauty companies compete for visibility, I engage with my audience through 'Get Ready With Me' live streams and videos. These experiences capture my morning routine, showcasing the application of cosmetics, detailing product features, preferences, and seasonal adjustments based on different occasions and audience preferences. These experiences are being broadcast from new generation cosmetics brands bedrooms in some case and no longer from the department store lobby. It's not just Trolls who feel safe, everyone has a voice behind the screen and they're using it to demand more from your brand. They want transparency, authenticity and realness in their products, not just pretty packaging or celebrity endorsements. And if you're not giving them what they want, then you're going to lose out on sales. The shift towards direct-to-customer demonstrations stems from the desire for transparency and a personal connection. This powerful connection also leads to super powerful brand loyalty once connected. Those Customers now seek insights into the entire product journey - from manufacturing to packaging to usage. This detailed information allows them to make informed decisions based on their individual preferences, whether they prioritise affordability, luxury, sustainability, or ethical practices. The answer for us was clear, we needed to full integrate not just video but live streaming into our business model to create stronger more powerful customer experiences and bonds to build our business moving forward. I advise any beauty brand to do the same. There is plenty to learn but also many resources to help. Good luck!