With Instagram a thriving environment for cult beauty brands, journalist Josh Walker explores how retailers are bringing their niche products and loyal followers to the mainstream.
The combination of Instagram’s pivotal role in the growth of cult beauty brands online and the recent success of physical beauty retail has prompted some large retailers to explore how they can bring cult brands into a physical space.
In September, Forever 21 co-founders Linda and Esther Chang opened Riley Rose for Millennial and Generation Z consumers to buy hard-to-get brands. ‘A lot of our customers find out what products they should be using from Instagram, and we wanted the store to be a place where they can purchase these products,’ Linda Chang tells LS:N Global. Bloomingdale’s Glowhaus concept is another, and features 30 brands popular on social media.
Alongside a focus on bringing Instagram-based brands to physical retail, innovators such as ShopThat, which enables users to buy beauty products by liking an Instagram post, are looking at how they can make consumer social feeds shoppable. It comes at a time when, according to Dana Rebecca Designs, 72% of polled Instagram users say they have made fashion, beauty or style-related purchases after seeing something on the platform.
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