Social media strategy: is it a must for indie brands? Spotlight on 4 brands who chose an alternative way.
I asked several founders how they grow and connect with their customers/community without resorting to the current social media trends and strategies.
The idea behind this article stems from a fatigue from “viral” content on social media. I was wondering, from a consumer perspective, if at some point, brands following every/most social media trend and putting out content relentlessly ended up causing themselves more harm than good. Are we reaching a point where it feels disingenuous, impersonal, and borderline off-putting when a growing amount of the content posted brings nothing informative? In parallel, there’s also a growing amount of frustration from indie brands and creators towards Meta with its flimsy algorithm and opacity, to the point where everyone starts questioning their content. Honey Bee Gardens’ recent post illustrates this perfectly (here).
Over the years, I’ve noticed brands going quiet(er) online: some announcing a social media break, others posting infrequently, yet totally remaining in business. I reached out to 4 brands I’ve known and followed for years, who have taken the bold step of a “demure” social media presence and are able to bring a different perspective to the current marketing discourse. I am honored and delighted to share with you their answers.
NATURALLOGIC
Toni Ann Barandon, CEO and founder of Naturallogic (US-based)
Were you using social media regularly for your brand before? If yes, what led you to step away from social media when it comes to your brand?
Yes. Although not right away. We were on the market already for over 10 years when we joined Instagram around 2015-2016. Social media presence propelled our visibility and sales very quickly. And for a good couple of years. But the growth also seemed to die out just as quickly. More and more indie skincare brands flooded the market, diluting the algorithm. And many consumers focus on trying the next new thing, which is how most social media platforms are designed. But that's not necessarily how our typical customer operates. We've always been health, nutrition, quality, and customer service led, so our niche is even more micro than indie or natural. It's not so much that we stepped away from social media as much as we don't put all of our eggs in one basket. We don't focus all of our energy on visibility there. We check in on Instagram, but we don't use it as the sole or prominent source of our customer outreach or marketing. It's one of many ways we help the people looking for us to find us. Instagram is designed to work a certain way, and it does it very well. So we use it the way it's intended and work with other outreach actions that perform in different ways and areas of the market.
Can you share with us, the alternative path you've chosen and how you're able to stay afloat or/and grow?
The path we have taken is pretty conventional in business in general. Just maybe not widely known or done by indie business owners. We prefer the natural, intentional search over the instant gratification click funnel of social media. We focus more on search engines like Google and are now tapping into Pinterest, where people go to intentionally search for exactly what they have in mind. When one searches for something specific rather than stumbling on something in a sea of sparkly things vying for their attention, they accomplish something and feel more connected to it. We rely heavily on our newsletter, and once a new client or customer finds us, we stay in communication with them regularly, about products, yes, but also topics that made them interested in us in the first place. We run ads with Google and YouTube. And perhaps most generative is getting out there and contacting potential new retail and distribution partners. The biggest part of having a vision is taking the steps to create it. We're very excited about local business partnerships this year and have expanded our line to accommodate the types of products our local community is wanting. Sidenote, we've also started saying no a lot. No to partnerships that aren't a good match. No to following trends. No to sending out tons of free PR. No to a lot of things. You cannot just throw a ton of things against the wall and wait to see what sticks. Have a clear vision, and only say yes to what is in that direction.
What is your current opinion on influencer marketing? Is it possible to continue to grow as a beauty brand without resorting to those strategies?
We've never worked with influencers. At least, not in a hiring capacity. We've worked with bloggers who may now call themselves influencers, but I see bloggers as something very different. Bloggers do research, take time testing, and give thorough viewpoints. And while we don't work with bloggers much these days, it's largely due to the fact that not many exist anymore. Influencer and celebrity marketing has taken over. UGC has been absconded by IGC, made to look like UGC. (Editor’s note: User-Generated Content (UGC) and Influencer-Generated Content (IGC). If you work with influencers or celebrities, you may get some big hits in sales, but you won't likely gain loyal customers who genuinely love and want to continue to use your products. In an effort to be totally transparent and avoid the confusion between real UGC and paid influencers UGC, we hire professional models instead. So, it's obvious that we've hired someone and paid them. As for celebrities, we were contacted by a few at the beginning of Covid but turned down the collaborations. It's totally possible to grow a brand without influencer marketing! Businesses grew for centuries long before influencers (or social media) ever existed. All the conventional ways of running and growing a business work, and they work for a reason. Being a small or indie business doesn't mean you can't do them. The difference is in the message and how you connect with and treat the customers that find you.
What has been the biggest challenge since not using social media as part of a brand strategy?
I find personally posting every day to be much more of a challenge than not posting! Lightheartedness aside, it's not really a challenge if it's not your sole source of outreach. We do use it; it's just merely a part of our brand strategy, and we don't take it so seriously. We only post things of value and don't feel the need to post often. We take month-long breaks, here, and there. That said, we have just hired a great company that will post for us monthly, with content we create and approve, so we can still keep in touch with our Instagram viewers but keep our main focus on the other aspects of our business. The posts are designed to bring them to our website and newsletter, where we do our best and most intentional work.
What has been the biggest reward since keeping a certain distance from social media? Time! For consumers, I suggest using social media channels like a search engine, if possible. Hashtags allow you to go directly to what you are looking for, instead of scrolling. Then you can get in, find what you are looking for, and get out.
From an independent brand perspective, do you find the current economic situation (and also the cultural/social situation) favorable or not? If not, what is something consumers should be aware of in order to support independent businesses? (aka is there something consumers don't know and should know in order to support aunthentic brands).
In terms of offering insight to consumers, I have no idea what they know and don't know. What I can do is be, as a brand and a brand owner, what makes me happy and gives me the drive and energy to do it every day. I know that will attract people who resonate. Everyone and every brand is already being authentic. We're being exactly who we know ourselves to be at this moment. It all comes down to resonance. If you resonate with a brand's message, products, their values, what they do in the world, and how they treat you, then support them. If they use ingredients you don't want to use, or have a message or values that don't match yours, then keep looking until you find a brand you really jive with. There are so many indie brands now. You can find a few or several that are doing things in a way that aligns with your needs or desires. I would suggest coming up with a list of what you want for your products (ingredients, growing practices, packaging, etc.), and a list of brand values, then plugging that into a search engine (or using social media like a search engine, with hashtags) and trying the brands that surface. Then check them out. Try the products and see if they work for you. The magic here is, when you know who you are and what you want, you can define it and look for it. If you're not sure yet, then this search may be a very distracting process in the meantime. Starting with even just a few qualities you know you want in a brand will help pull you out of the murky scrolling waters. In the current economic state many are experiencing, it's an opportunity to become more discerning and conscious about the choices we make. If you find indie products to be something you have to save up for in terms of spending, cut back on the fluff and the things you don't need in your life. Seriously consider becoming loyal to only a few brands that really match you. Get on their mailing list. Shop their sales, which usually happen a few times a year, and keep up with your Rewards Points! I can't tell you how many of our repeat customers have reward points they don't use when they repurchase. Form conscious, structural habits around how you spend and what you spend on. I would also say that no brand is going to be your idea of perfect. We just can't do it all. We're each going to have our way of giving back. To the environment, to the community, to you. That's what makes us each unique. And truly indie. Instead of a cookie-cutter copy of every other brand. And in order to keep doing all the things we do, we have to love it and want to do it all every day. We do what resonates with us. Then you shop with brands that resonate with you. The best way to support the brands you love is to stick around. Be loyal. Tell your friends. Gift indie goods when you can. But, only if its that important to you! If it’s not, that's ok. Did you know? How you shop determines how we run our business, what we create, and how popular we are. Not the other way around. Even the large corporations are at the mercy of what consumers want. That's why McDonald's now offers an organic salad on their menu. They know they have to change with the times in order to stay relevant. If a business wants to be and stay in business, there has to be a market for what they do. And there have to be consumers who want it and will buy it. For example, most of the inclusive trends in the market are guided by the consumers, not the brands or retailers. More consumers are voicing a desire for products for their specific needs, body shape, complexion, hair texture, temperate zone, interests, etc. and want them to be easily accessible and available. And companies large and small will make them because they want your business. No one or group market has ever been left out on purpose or for any reason other than whether or not there is enough of a market to warrant the cost of making it. You can make it, but if there's not a large market looking for it, it won't sell. You can start a brand out of passion and desire to bring something new into the world, but ultimately companies don't determine what products they manufacture in the long run. Consumers do. So vote with your purchases. Shop from brands you truly love. And stay loyal. The brands thatare listening and doing the work will thrive in their own way. And p.s. - the magic happens when you find a daily routine that works for you and use it consistently ;) ... there is no holy grail.
How can people reach out to you? (This is where you are free to share email address, newsletter links or platforms where people can connect with you)
Thanks, Liz! You can find us at http://www.naturallogicskincare.com. Newsletter sign up is at the bottom of every page (we don't have a pop up, right now so you'll have to scroll down). And you can contact us at resources@naturallogicskincare.com, or through the contact page on the website. You can also reach out to us on Instagram @naturallogic. We're not on everyday, but we daily check email. We also host online workshops for a wide range of wellness topics. Keep an eye on our newsletter for upcoming events. And search for us on Pinterest in the near future.
Editor’s note: I highly recommend you give Naturallogic a try: her Luna biofermented red wine face mask is a transformative mask, which is released in limited edition only during springtime. You see a real difference after each use, because it’s made freshly with potent ingredients! It feels like an invigorating facial every time I use it. The unmask detox hydrating mask is another stellar product, especially for blemish-pone skin that still need hydration.
HAUT CACAO
Joanne, founder and CEO of Haut Cacao (formerly Haut cosmetics) (Canada)
Were you using social media regularly for your brand before? If yes, what led you to step away from social media when it comes to your brand?
I remember a business coach advising me to join a platform called 'Facebook' when I first started my line. It had just launched. That feels like a very long time ago. Nowadays, social media for me is a place where I can connect with my clients as a person and share descriptions about my products in a personal way. I guess I don't use social media the way it is supposed to be used, but what I am doing has worked for me. I don't want to feel like I am manipulating anyone into purchasing things they do not need. I also have a lot of clients who are not on social media regularly or at all, so I spend a lot more time doing consultations through email and writing in my blog. If someone is meant to try my products, I know that they will find me without constant advertising being shoved down their throat; I want them to come across me in a more natural way, like making a new friend who feels strangely familiar. I have made some really great friendships through social media, and many of them have never purchased my products before. It is about connections to me, and I feel we have lost that connection, not just on social media but in the beauty industry too.
Can you share with us, the alternative path you've chosen and how you're able to stay afloat or/and grow?
I have always marched to the beat of my own drum. I love creating unique textures, but if it weren't for the people around me, mainly my clients, who believe in me and support my passion, I would not be able to stay afloat and do what I love every day. I think it has very little to do with me having any kind of “success formula.”I don't think of myself as a business person. I am a farm girl from the prairies who barely graduated from high school. I have fallen on my face many times. Over the years, my clients have taught me so much. They have taught me to be more disciplined and to regulate my emotions. Our emotions are really so fickle; however, that does not always come easily for an artist. They have taught me to not take myself so seriously and have fun. When my focus is on my clients, everything else falls into place. It is important that I am present when they reach out so they can communicate their needs to me and feel heard. And there is always room for improvement - with me especially, but also with my formulas. My clients deserve quality, functional products. They have shaped and molded my line to make it what it is today. HAUT CACAO started with products I wanted but couldn't find elsewhere. Once I met my own needs as a makeup artist, my focus was my clients, friends, and family. I am not sure I am the best person to go to for business advice because I am content to stay small.
What is your current opinion on influencer marketing? Is it possible to continue to grow as a beauty brand without resorting to those strategies?
To be honest, from a matter-of-fact standpoint, influencer marketing may work for some brands better than anything else out there right now. I really love the diversity of personalities and some of the interesting content I see some really talented influencers putting out there. But with the sweet comes the sour. It is sometimes like watching UFC, and I have to look away. I don't like the canceling that goes on. As far as influencers promoting makeup, I try to look at it from the perspective of my clients. What I notice is that I quickly feel overwhelmed by all the different lines being pushed out now. Maybe my age is showing. I wish we could see more influencers introducing new makeup products and techniques in 100% natural lighting really close up without filters or editing, but I know that is asking a lot. Influencers are almost always introducing products to their following under big, bright studio lights that blur away all texture. It's like stepping into an alternative universe. It's not the same as what makeup looks like in real life, and it may inspire you to buy, with a false idea of what the makeup textures look and feel like in natural lighting. It's like going by braille. You have to closely listen to their description of the texture and hope you will get identical results when you receive that same product. I would rather my products speak for themselves in various climates and on various skin types through my samples. Most clients have found me because someone gave them a sample or they had a family member or friend do a little show-and-tell of my line. Long term, that is what has worked the best and aligned the most with my values. I don't want to feel like I am participating in manipulating someone to spend their hard-earned money on things they do not need. My desire is for each of my clients to feel like they have found a rare treasure that has been handmade just for them and feel the time and care that went into it. It may not be a good business model, but it just feels right.
What has been the biggest challenge since not using social media as part of a brand strategy?
Most of the time it feels like a blessing. I guess it is the constant feeling that I am swimming against the current that can sometimes make me doubt my instincts and what I feel in my soul. Everyone is doing the same thing because it must be working for them on some level. I wish brands were more motivated to venture out and do something totally different from the rest instead of everyone copying what everyone else is doing. Variety is the spice of life. My business mentors assured me in the beginning stages that it was okay to be different. I don't participate in Black Friday and other holidays like it. Instead, I offer price breaks for my clients year-round so that they do not have to feel the pressure to buy when they do not need to. If it doesn't feel right to me, I don't do it. I used to work in a large makeup store. As a salesperson, I was encouraged to say, "cute baby, nice shoes", when a customer walked in. They were a “potential sale”. That advice felt exploitative to me. It felt like I was being advised to view other people as pawns in my own scheme. We can't fake authenticity. We are pathetically trying to conform with all the other people trying to do the same. A tulip doesn't strive to impress anyone. It doesn't struggle to be different than a rose. It doesn't have to. It is different. And there is room in the garden for every flower.
What has been the biggest reward since keeping a certain distance from social media?
I think social media can sometimes feel very dark. I am not going to sacrifice my mental and emotional health by forcing myself to participate in something that doesn't resonate with me. I still use social media to research things because so much has been scrubbed from the internet. Maybe that is the key: to use it however you please and not let it use you. I think the greatest reward is having the freedom to keep my head down and stay in my own lane. When the goal is just to make money, creativity becomes distorted. If I saw money as the ultimate goal, then I would have to think about what people want to hear and less about what I feel is important to say and write about. My energy would become tainted. When we are working solely for money, our motivation is getting rather than giving. I have experienced this in the spa and hair industries too. It's about perceived value. The miraculous transformation would be a shift from a sales mentality to a service mentality. Until we make this switch, we're operating from ego and concentrating on the things of the world rather than passion. This idolatry casts us into alien emotional territory, where we are always afraid of either failure or success. If we're closer to success, we'll fear success. If we're closer to failure, we'll fear failure. The issue isn't success or failure. The issue is the presence of fear and its inevitability where passion is absent. You know when passion is present because it is magnetic.
From an independent brand perspective, do you find the current economic situation (and also the cultural/social situation) favorable or not? If not, what is something consumers should be aware of in order to support independent businesses? (aka is there something consumers don't know and should know in order to support authentic brands)
I have learned we consistently need to reboot. I try to forget everything I think I know about life and just start fresh. The ego can really get in the way. It's exhausting if I try to analyze things too much from a business perspective, and it makes me lose my focus. Like I mentioned, I am just a farm girl-turned-artist who likes to create. I have learned that there is a constant ebb and flow, with always never-ending peaks and valleys as an independent brand. I have experienced a lot of varying situations since I started my line in 2004. Things cannot always be rainbows and lollipops. My experiences have taught me to be resourceful, practice gratitude, and keep a bird's eye view on the big picture. I am grateful to have had incredible people around me who have taught me resilience and to always follow my heart, even in business, even with varying obstacles and opposition. Passion and perseverance have been a life line. Again, this may not be a clever business model for making money and keeping investors happy, but from a survival standpoint, it has been helpful. After not having my health for the first part of my life, I am just happy to be here. I am so grateful to have found lifelong, meaningful connections with like minded-creators like Liz in the beauty space. Life is hard. We need to hold each other up. My advice if you want to support truly authentic brands is this: pay close attention to how a brand feels on an emotional level. What is the creator trying to convey? Are they taking the time to support and promote other like-minded businesses too? Not collaborating but just highlighting other unique companies like their own to be a good human. How do you feel when browsing through their social media? Are you being aggressively marketed to, or do you feel like you have found a rare treasure? Are you able to take your time and learn about the meaning and inspiration behind the brand, or are you finding yourself purchasing on a whim because of attractive sales and strategies? Does it state their newest product is flying off the shelves and stock is limited? It can definitely happen, but if it is constant, that's another red flag to create pressure and panic. Do you get a warm feeling when you come across a line, like there is a real person behind it who really cares about you, the consumer? Is the line truly unique, or is that just what the marketing is screaming? Is it a carbon copy of so many other products you have already tried? Take away the marketing and expensive packaging. Strip it right down to what matters: the quality of the ingredients or fabric material and the innovation behind the brand. There are really incredible, authentic lines out there but they are usually not as easy to find in the mainstream beauty space, and that makes them even more special. They are investing their time and money into the quality of their products and time spent with their clients instead of fancy packaging and strategic marketing.
How can people reach out to you? (This is where you are free to share email address, newsletter links or platforms where people can connect with you)
Anyone can log into my website https://hautcacao.ca and subscribe to my blog. I am also available through my website message box and through email (hautcosmetics@gmail.com) and you can find me on Instagram! Thank you so much Liz for allowing me to get on my soapbox and share my thoughts and experiences. I hope I have inspired someone out there.
Editor’s note: I highly recommmend you give Haut Cacao a try: not only is her blog a very unique place to find information, but I discovered the demi method thanks to her; her perspective “off the beaten tracks” makes you think and look further, which is something I find very positive. I am going to order some products that I have not seen anywhere else and I will report back. I know some of her clients who swear by her products, and their loyalty is a testament of Haut Cacao’s quality.
LOVELY DAY BOTANICALS
Josy, founder and CEO of Lovely Day Botanicals (Germany)
Were you using social media regularly for your brand before? If yes, what led you to step away from social media when it comes to your brand?
Yes, I started having my personal social media account where I was blogging a little bit about natural products and remedies that I use, for instance, for dry skin or chapped lips. When I founded Lovely Day, I also used social media a lot to post about the products or talk about my journey. When I started growing, I hired a social media manager, which basically was the beginning and the end of it. For a while, Lovely Day turned into a brand that I personally couldn't really connect with anymore, but I thought we had to keep up with what's going on out there, so I went along with it. The team back in the day seemed to enjoy this new direction because they were into the whole “Glossier” style - stylish, modern and trendy became the IT thing in beauty. At this point, I was so committed and invested with the team to stay “trendy” that I really lost my connection to the true vision of Lovely Day that I wanted. That was actually very sad, and over time, the team drifted apart, and I ended up taking the time to make/remake products that really resonate with me again.
Can you share with us, the alternative path you've chosen and how you're able to stay afloat or/and grow?
Yes, of course. Basically, as aforementioned, I decided to decrease overhead and fix costs so that I am not so reliant on having to grow the brand. I am working a lot with my current customers, and I choose to build meaningful relationships and connections with them and fidelize them by offering them nice discounts or gifts with their orders. I am lucky to have a very loyal customer base that really enjoys and requests my products because they can't find much else that works for them, so my main goal is to keep the brand afloat and maintain the quality and my standards high so that they receive the most benefits from using my products.
What is your current opinion on influencer marketing? Is it possible to continue to grow as a beauty brand without resorting to those strategies?
It's a very slippery slope, and it also depends on personal goals for your brand, as well as what kind of person you are. I am always confused with people reaching out to me, telling me they love the products so much they want to help me and support me, which gets me emotionally invested, and then in the end it turns out they never even touched the product and just wanted to profit; for me this is very draining. So I personally don't resort to influencers, and I am not even opening emails from them. However, I did use UGC content a couple of times because when I still had my employees, I was looking for strategies to keep going so that I could pay the salaries. But in the end, it only hurt the brand because your existing customers feel a bit “fooled”. If you do have a brand with employees where you have to pay salaries and cover all the costs to stay afloat, then I guess “Influencer marketing” may help, but only if you find somebody who feels very strongly about your brand and remains authentic. Personally, it would be important that this person is genuinely loving the products as well as the value and work that has been put into developing them. A person who can distinguish between a well-made product and a product that is just trying to bring in cash quickly. Yet that's so hard to find: the same applies for employees: most people are looking for someone decent and go along with it, but for me that's not enough. I need to find people fully aligned morally and who truly believe in the brand/products. But I can understand where they are coming from, so I'm not judging anyone at all.
What has been the biggest challenge since not using social media as part of a brand strategy?
I don't really see that many challenges. I think the biggest one is just managing your own anxiety about what's going to happen if you stop doing this activity. But my customers have not forgotten about me despite being quieter on social media, and the customers who left are the ones who did not really care about the brand.
What has been the biggest reward since keeping a certain distance from social media?
I am no longer so dependent on other people’s opinions, and I can let go of a large amount of emotional stress, which is really nice. It’s so funny, and you’d think “ironic”: I barely exist on Instagram since I don't post frequently, and YET my brand is much more successful than the two previous years when I was way more involved on IG. Another funny realization is that I’ve had people pitying me or judging me because they assumed I was on the brink of closing down (due to my lack of social media activity) when in reality the brand is doing just fine! This just goes to show that social media does not reflect reality. What you see is not always what it seems. I say this with respect, but sometimes I feel like some people are a bit naive or misinformed when it comes to social media, assuming that a brand is successful and fantastic because they are super active in terms of social media marketing (including ads, etc.), when in reality, I know multiple brands with huge IG followings that are actually in debt (sometimes in millions), thus fooling everyone online. It's narcissistic, but it's unfortunately also what people crave - they want to be part of something (seemingly) powerful and successful. People look for strength and security in a very uncertain world - it's all human instincts, so I try not to judge or take it personally.
From an independent brand perspective, do you find the current economic situation (and also the cultural/social situation) favorable or not? If not, what is something consumers should be aware of in order to support independent businesses? (aka is there something consumers don't know and should know in order to support aunthentic brands)
I don't feel comfortable putting so much pressure on the consumer to be honest. I don't think or feel that they should feel morally pressured to support indie businesses/authentic brands. I think everybody should buy the products that they like the most and that they can afford, and I would never ever shame anyone for buying a cheaper product or a super expensive one or one they have easily access to. I am personally not a big fan of this “woke culture” and this virtue signaling where people are telling other people what's good or bad and what they should or shouldn't buy. I think it's important that people find the right solution for their problems and specific needs. However, if the customer does feel strongly about wanting to support indie businesses, then just listen to your gut, do your research, and you'll find out brands and values that truly align with you. I think if that's what matters to people, then these people will find their match, you know…
How can people reach out to you? (This is where you are free to share email address, newsletter links or platforms where people can connect with you)
You can find me on our website Lovelyday. I usually hang out around Emser Straße 126 in Berlin, and if you do use social media, my Instagram is lovely_day ;-)
Editor’s note: I highly recommmend Lovely Day, especially the coral elixir, which is an outstanding product (one of my top products of 2019), Josy guarantees a unique product freshness, as her batches are freshly-made. It’s at the verge of taylor-made skincare, and it’s truly high quality.
GRESSA SKIN
Svetlana Henao - Zakharevich, CEO and founder of Gressa Skin (US)
Were you using social media regularly for your brand before? If yes, what led you to step away from social media when it comes to your brand?
Yes, we were actively engaged in social media as a tool to foster connections with our customers globally. However, about a year ago, I decided to take a step back and conduct an experiment—taking Gressa entirely off social media for several months. My goal was to observe how this shift would impact both our business growth and the intimate relationship we've cultivated with our customers. To my surprise, not only did our connection with customers deepen, but we also saw an increase in brand awareness. One of the key differentiators that set Gressa apart during this time was our Personal Concierge Service. This hands-on, high-touch service allows us to engage with our clients in a more personalized way, offering expert beauty consultations, tailored product recommendations, and an elevated customer experience that social media simply can't replicate. We've always been committed to providing more than just products—we offer a complete experience, where our customers feel valued and understood. The absence of social media didn't hinder this; it only emphasized the importance of real, one-on-one connections.
Can you share with us the alternative path you've chosen and how you're able to stay afloat or even grow?
While Gressa maintains a minimal presence on social media (primarily on Meta), our approach is highly intentional. We post sparingly, understanding that people are craving more meaningful and personal engagement, rather than continuous digital noise. Our focus has shifted to creating real-world connections. We offer complimentary face-to-face consultations, which have become a significant part of our customer experience. Additionally, our email newsletters have evolved into a powerful, resource-rich channel that allows us to engage more deeply with our global customer base. These touchpoints have been pivotal in helping us not just stay afloat but continue to grow sustainably.
What is your current opinion on influencer marketing? Is it possible to continue to grow as a beauty brand without resorting to those strategies?
The influencer marketing landscape has become increasingly saturated, and consumers have developed a form of immunity to many of its tactics. They're no longer passive recipients of promotional content; they want authenticity, transparency, and education from the voices they follow. Long-form content and deeper engagement have seen a resurgence for this reason. At Gressa, we've always focused on fostering trust through real, thoughtful communication, rather than transactional relationships with influencers. We don't pay for User-Generated Content (UGC), because we believe in organic growth, driven by genuine connections. If our brand resonates with the right customer, they will find us without gimmicks. This, I believe, is the future of both social media consumption and the beauty industry.
What has been the biggest challenge since not using social media as part of a brand strategy?
Our strategy has always been based on organic discovery rather than paid advertising or constant digital visibility. It's a challenge to not be "always on" in the social media sense, particularly when that's what the industry often expects. Without the instantaneous reach of social platforms, it's been more difficult to instantly connect with new customers who are used to brands being omnipresent. However, we've seen a significant uptick in email inquiries and personal connections in 2024, indicating that our customers appreciate and value the more personal, less transactional approach we've taken.
What has been the biggest reward since keeping a certain distance from social media?
The biggest reward has been the feedback from our customers, who consistently express how much they value the authentic relationship we've built with them. Gressa is not just a product—it's a lifestyle, an ethos. We've always positioned ourselves as more than just a beauty brand; we see ourselves as a catalyst for women to connect with their inner beauty and their future potential. Reducing our presence on social media has allowed us to focus on real-world connections, fostering deeper relationships with our community. Many of our customers have expressed how they see Gressa as a leader in redefining the future of beauty and its relationship with technology and social media.
From an independent brand perspective, do you find the current economic situation (and also the cultural/social situation) favorable or not? If not, what is something consumers should be aware of in order to support independent businesses?
The current economic and cultural climate presents both challenges and opportunities. As an independent brand, we're operating in a time when consumers are increasingly drawn to authenticity, sustainability, and brands with a clear purpose. However, the pressure of rising costs, shifting consumer behavior, and market saturation can make it more difficult for small businesses to thrive. I think consumers are becoming more conscious of where they spend their money, and I encourage them to support independent brands that align with their values—whether it's sustainability, craftsmanship, or a commitment to genuine customer relationships. Independent brands like ours often rely on word-of-mouth and organic growth rather than large marketing budgets, so consumer support, trust, and advocacy are incredibly important in allowing these businesses to survive and flourish.
How can people reach out to you?
We welcome personal connections and encourage people to reach out directly. The best way to engage with us is through our email newsletter, where we share exclusive updates, beauty tips, and more. You can also reach us via our website for personalized consultations or inquiries.
Newsletter Sign-Up: https://www.gressaskin.com/pages/newslettersignup
Personal Concierge Service: concierge@gressaskin.com
Website: www.gressaskin.com
We truly value the relationships we build with our customers and look forward to hearing from anyone who resonates with our approach.
Editor’s note: I’m a longtime customer of Gressa makeup (reviews here); while her innovative makeup needs no introduction, her skincare line is equally brilliant: I highly recommend her Siberian pineapple pressed serum and salt of the earth essence! Glowing and nourished skin guaranteed, those two products are unique and the formulas are astonishing.
I hope the insights of Toni, Joanne, Josy, and Svetlana brought inspiration and reassurance. Their testimonies are a valuable reminder to follow your instinct and keep looking for options that align with your vision and goals. I am grateful that they accepted to share their meaningful experience and tips. Do not hesitate to follow them and support them as those are all self-funded, independent businesses run by women.
Yet another great insight into the indie brand world Liz! I haven't heard of Haut Cacao previously, but I know and very well love the other three brands. I must admit that I had been regularly using Lovely Day Botanicals some years ago, but then I stopped resonating with me. I had no insight into their business, but now I'm able to connect the dots. I'm happy to hear they are back on track being true to themselves, so I'm inclined to give them a(nother) go! Although I'm aware there are more brands out there that are striving devoid of social media machine, I would like to emphasize Natural Wisdom spa as one of those worthy of love and attention. ♥️
It's always interesting to speak to brand founders and see business and products through their eyes. And having read this post it's heartening to see that some beauty brands founders are drawn and value meaningful connections, rather than filtered reality of endless marketing psi with the help of influencers. Thank you for an insightful post and sharing variety of female voices that continue to work in the niche beauty industry