In today's digital era, Direct-to-Consumer (D2C) beauty brands are constantly seeking innovative ways to engage with their customers, build brand communities, and drive sales. One powerful tool that has emerged in recent years is user-generated content (UGC), which refers to any content created and shared by consumers about a brand or its products.
What is User-Generated Content (UGC)?
User-generated content refers to any content, such as text, images, videos, or reviews, that is created and shared online by users of a particular website, app, or social media platform. This type of content is created by users rather than the website or platform's owner or staff.
User-generated content has become increasingly popular over the years because it can help to increase engagement and foster a sense of community among users. Examples of user-generated content include product reviews, social media posts, forum discussions, and blog comments.
In terms of SEO, user-generated content can be valuable because it can provide fresh and relevant content for search engines to index. It can also help to increase the amount of time users spend on a website, which can improve search engine rankings.
What are the types of User-Generated Content (UGC)?
UGC comes in various forms such as reviews, testimonials, tutorials, before-and-after results, unboxing videos, and more. D2C beauty brands, ranging from established players to smaller, newer startups, are leveraging UGC to create authentic, engaging, and customer-centric marketing campaigns.
Following are the different types of UGC:
- Product reviews: Users share their opinions and experiences with a particular product or service.
- Social media posts: Users share updates, photos, and videos with their followers on social media platforms.
- Forum discussions: Users participate in online discussions on a particular topic.
- Blog comments: Users share their thoughts and opinions on blog posts.
- Wikis: Users collaboratively create and edit articles on a particular topic.
- Question and answer sites: Users ask and answer questions on a particular topic.
In this blog, we will explore inspiring examples of how both established and newer D2C beauty brands are using UGC to connect with their customers and grow their businesses.
25 Top Examples Of Instagram UGC Used By D2C Brands
1. Cocokind
Cocokind, a skincare brand known for their clean, conscious, and affordable products, has built a strong community-driven brand by incorporating UGC in their marketing strategy. They encourage their customers to share their skincare journeys, before-and-after results, and product reviews on social media using #cocokindskincare hashtag. Cocokind then features this UGC on their website and social media accounts, showcasing the real-life stories and experiences of their customers. By doing so, Cocokind has created a sense of authenticity and trust around their brand, and has built a loyal community of brand advocates who actively share their love for Cocokind products.
2. Briogeo
Briogeo, a haircare brand that focuses on clean and cruelty-free hair products, has also embraced UGC to engage with their customers and showcase the effectiveness of their products. They encourage their customers to share their haircare routines, hair transformations, and product reviews on social media using #Briogeo hashtag. Briogeo then reposts this UGC on their social media platforms, giving credit to the creators and highlighting the results achieved by their customers. This UGC-centric approach has helped Briogeo build a strong community of loyal customers who trust their brand and actively share their haircare journeys.
3. Tower 28 Beauty
Tower 28 Beauty, a newer brand in the beauty industry, focuses on creating clean, non-toxic, and inclusive makeup products. They have leveraged UGC to amplify their brand message and connect with their audience. Tower 28 Beauty encourages their customers to share their makeup looks, tutorials, and reviews on social media using #ItsOkayToBeSensitive hashtag. They also run UGC contests, where customers have a chance to win Tower 28 Beauty products by sharing their content. By incorporating UGC in their marketing strategy, Tower 28 Beauty has created a strong sense of community among makeup enthusiasts and has built a loyal customer base who resonates with their brand values.
4. Krave Beauty
Krave Beauty, a skincare brand known for their minimalist and gentle skincare products, has also harnessed the power of UGC to build their brand. They encourage their customers to share their skincare routines, results, and reviews on social media using #PressReset hashtag. Krave Beauty then features this UGC on their website and social media accounts, showcasing the real experiences of their customers and the effectiveness of their products. This UGC-centric approach has helped Krave Beauty create a loyal and engaged community of skincare enthusiasts who trust their brand and actively share their love for their products.
5. Summer Fridays
Summer Fridays, a skincare brand founded by beauty influencers Marianna Hewitt and Lauren Gores Ireland, has leveraged UGC to create a buzz around their products. They encourage their customers to share their "shelfie" - a photo of their skincare shelf featuring Summer Fridays products - on social media using #SummerFridays hashtag. Summer Fridays then selects and reposts these UGC photos on their social media platforms, showcasing the beautiful shelf setups and creative displays of their products by their customers. This UGC campaign has not only encouraged their customers to showcase their love for the brand, but also created a sense of aspiration and inspiration for others to try out Summer Fridays products and create their own Instagram-worthy skincare shelfies.
6. Good Dye Young
Good Dye Young, a haircare brand known for their vibrant and cruelty-free hair color products, has built a strong community-driven brand by incorporating UGC in their marketing strategy. They encourage their customers to share their colorful hair transformations, tutorials, and reviews on social media using #dyehappy hashtag. Good Dye Young then features this UGC on their website, social media accounts, and even on their product packaging, showcasing the creative and unique hair colors achieved by their customers. This UGC-centric approach has not only helped Good Dye Young build a loyal community of customers who share their colorful hair journeys, but also serves as a source of inspiration for others to try out their products and express themselves through hair color.
7. Tower 28 Beauty
Tower 28 Beauty, a newer brand in the beauty industry, focuses on creating clean, non-toxic, and inclusive makeup products. They have leveraged UGC to amplify their brand message and connect with their audience. Tower 28 Beauty encourages their customers to share their makeup looks, tutorials, and reviews on social media using #ItsOkayToBeSensitive hashtag. They also run UGC contests, where customers have a chance to win Tower 28 Beauty products by sharing their content. By incorporating UGC in their marketing strategy, Tower 28 Beauty has created a strong sense of community among makeup enthusiasts and has built a loyal customer base who resonates with their brand values.
8. Herbivore Botanicals
Herbivore Botanicals, a skincare brand known for their natural and clean beauty products, has successfully utilized UGC to engage with their customers and showcase the effectiveness of their products. They encourage their customers to share their skincare routines, results, and reviews on social media using #HerbivoreBotanicals hashtag. Herbivore Botanicals then features this UGC on their website and social media accounts, highlighting the real experiences of their customers and the positive impact of their products on their skin. By incorporating UGC in their marketing efforts, Herbivore Botanicals has created a community of loyal customers who actively share their love for their products and spread the word about the brand.
9. Freck Beauty
Freck Beauty, a makeup brand known for their innovative beauty products, has leveraged UGC to create a buzz around their unique offerings. They encourage their customers to share their Freck looks, creative makeup designs, and product reviews on social media using #freckbeauty hashtag. Freck Beauty then reposts this UGC on their social media platforms, showcasing the creative makeup looks achieved by their customers using their products. This UGC campaign has not only encouraged their customers to experiment with Freck Beauty products, but also created a community of makeup enthusiasts who actively share their Freck-inspired makeup looks and inspire others to try out their products.
10. Olaplex
Olaplex, a haircare brand known for their hair strengthening treatments, ran a #OlaplexAtHome UGC campaign during the COVID-19 pandemic, where they encouraged their customers to share their haircare routines and at-home hair transformations on social media. Olaplex then featured this UGC on their website and social media accounts, showcasing how their products were helping customers take care of their hair at home during the lockdown.
11. Glossybox
Glossybox, a beauty subscription box brand, uses UGC to create excitement and anticipation among their customers. They encourage their subscribers to share unboxing videos and reviews on social media using #Glossybox hashtag. Glossybox then reposts this UGC on their social media platforms, showcasing the variety of products in their subscription boxes and the excitement of their subscribers, which in turn encourages others to join the subscription.
12. Tarte Cosmetics
Tarte Cosmetics, a makeup brand, ran a #RethinkNatural UGC campaign, where they encouraged their customers to share their natural beauty looks on social media. Customers who participated had a chance to win Tarte products, and Tarte Cosmetics reposted the UGC on their social media platforms, creating buzz and engagement around their brand.
13. Herbivore Botanicals'
Herbivore Botanicals, a natural skincare brand, launched the #ShowYourGlow campaign, encouraging users to share their glowing skin after using Herbivore Botanicals products. Users could share their radiant selfies and testimonials on social media with the hashtag #ShowYourGlow. Herbivore Botanicals features the best entries on their social media channels, showcasing the nourishing and rejuvenating properties of their products and encouraging users to embrace their natural radiance.
14. Glossier
Glossier, a popular D2C skincare and beauty brand, has a dedicated team of Glossier Reps who are passionate about the brand and its products. These Glossier Reps create UGC by sharing their honest reviews, tutorials, and product recommendations on social media using the hashtag #GlossierRep. Glossier features the best entries on their website and social media channels, leveraging the advocacy of their Reps to showcase the effectiveness of their products in real-life scenarios.
15. Tula
Tula, a skincare brand known for its probiotic-infused products, launched the #EmbraceYourSkin campaign, encouraging users to share their skincare journey and the positive impact Tula products have had on their skin. Tula features the best entries on their social media channels, creating a supportive community and empowering users to embrace their natural skin. This UGC campaign highlights the transformational benefits of Tula's products and encourages users to share their before-and-after results.
16. Drunk Elephant
Drunk Elephant, a clean skincare brand, launched the #barewithus campaign, encouraging users to share their unfiltered, makeup-free selfies and stories about their skincare journey. Drunk Elephant features the best entries on their social media channels, promoting self-confidence, self-care, and embracing natural beauty. This UGC campaign fosters a sense of authenticity and vulnerability, aligning with Drunk Elephant's brand values.
17. Sunday Riley
Sunday Riley, a luxury skincare brand, launched the #GoodGenesChallenge campaign, encouraging users to share their transformational experiences with their best-selling product, Good Genes All-In-One Lactic Acid Treatment. Users could share their before-and-after photos and testimonials on social media with the hashtag #GoodGenesChallenge. Sunday Riley features the best entries on their website and social media channels, showcasing the efficacy of their product and encouraging users to share their skincare journey.
18. Youth to the People
Youth to the People, a clean skincare brand with a focus on sustainability, launched the #YTTPFarmToFace campaign, encouraging users to share their skincare routine with YTTP products and how it fits into their sustainable lifestyle. Youth to the People features the best entries on their social media channels, highlighting their commitment to clean ingredients and eco-friendly packaging. This UGC campaign aligns with YTTP's brand values and resonates with environmentally conscious consumers.
19. Krave Beauty
Krave Beauty, a minimalist skincare brand, launched the #PressReset campaign, encouraging users to share their stories of overcoming skincare issues and pressing reset on their skincare routine with Krave Beauty products. Krave Beauty features the best entries on their social media channels, promoting self-care, skin positivity, and embracing a simplified skincare routine. This UGC campaign highlights the gentle and effective nature of Krave Beauty products and encourages users to share their skincare transformations.
20. The Ordinary
The Ordinary, a popular skincare brand known for its affordable and effective products, has a dedicated community of loyal customers called "Deciem Addicts". These passionate customers share their skincare routines, before-and-after photos, and reviews of The Ordinary products on social media using the hashtag #DeciemAddicts. The Ordinary features the best entries on their website and social media channels, leveraging the advocacy of their customers to demonstrate the efficacy of their products and build a strong brand community.
21. Farmacy
Farmacy, a clean skincare brand, launched the #FarmacyFam campaign, encouraging users to share their skincare journey with Farmacy products and how it has improved their skin health. Farmacy features the best entries on their social media channels, promoting the clean and natural ingredients in their products and fostering a sense of community among their customers. This UGC campaign highlights the farm-to-face concept of Farmacy's products and encourages users to share their positive experiences.
22. Allies of Skin
Allies of Skin, a luxury skincare brand, launched the #AlliesJourney campaign, encouraging users to share their skincare journey with Allies of Skin products and the positive impact it has had on their skin. Allies of Skin features the best entries on their social media channels, showcasing the transformative results of their products and building a community of loyal customers. This UGC campaign highlights the high-performance nature of Allies of Skin products and encourages users to share their skincare success stories.
23. Curology
Curology, a personalized skincare brand, launched the #CurologyJourney campaign, encouraging users to share their skincare journey and progress with Curology's customized skincare formulations. Users could share their photos, testimonials, and progress updates on social media with the hashtag #CurologyJourney. Curology features the best entries on their website and social media channels, showcasing the effectiveness of their personalized approach to skincare and encouraging users to share their skincare transformations.
24. Peach & Lily
Peach & Lily, a Korean skincare brand, launched the #PeachandLilyCommunity campaign, encouraging users to share their skincare routine, tips, and tricks with Peach & Lily products. Peach & Lily features the best entries on their social media channels, promoting the innovative and gentle nature of Korean skincare and fostering a sense of community among their customers. This UGC campaign highlights the cultural aspect of Peach & Lily's products and encourages users to share their love for Korean skincare.
25. Dr. Jart+
Dr. Jart+, a skincare brand known for its innovative sheet masks, launched the #MaskOnChallenge campaign, encouraging users to share their masking routine and sheet mask selfies on social media. Dr. Jart+ features the best entries on their social media channels, showcasing the fun and relaxing aspect of sheet masking and encouraging users to incorporate their products into their skincare routine. This UGC campaign promotes the self-care aspect of skincare and encourages users to take a moment for themselves with Dr. Jart+ sheet masks.
In conclusion, UGC has become a powerful tool for D2C beauty brands to connect with their customers, build brand communities, and drive sales. From established players to smaller, newer startups, beauty brands of all sizes are leveraging UGC in their marketing strategies to create authentic and engaging content. By encouraging their customers to share their experiences, reviews, and creative content on social media, these brands are able to showcase real-life examples of their products in action, build trust and loyalty among their audience, and inspire others to try out their products. Whether it's through hashtags, reposting UGC, running contests, or featuring UGC on their website or product packaging, these brands have successfully harnessed the power of UGC to amplify their brand message, foster a sense of community, and drive brand awareness and sales.
As social media continues to play a prominent role in consumers' purchasing decisions, UGC has become an invaluable marketing tool for beauty brands to showcase the real experiences and results of their products. Additionally, UGC provides an opportunity for smaller and newer beauty brands to compete with larger players by leveraging the power of customer-generated content to create buzz, engage with their audience, and build brand awareness.
In summary, incorporating UGC in their marketing strategies has proven to be a successful approach for beauty brands of all sizes. By tapping into the creativity, authenticity, and advocacy of their customers, these brands have been able to create a strong connection with their audience, foster brand loyalty, and ultimately drive sales in the highly competitive beauty industry.
If you'd like to learn more about User-generated content on social media, check out our other article - Top 15 TikTok User-Generated Content Ideas
If you'd like to grow sales with shoppable UGC, start with a free trial of our product - Casa
