The founder of beauty brand Deciem does all their social media posting, and her authentic voice has gained “a cult following.” The brand (which is behind The Ordinary and others) has 297,000 followers on Instagram reading the transparent posts—like the Instagram series “Fail,” which (in the founder’s own words) “video-document[s] what goes on at Deciem: both good and bad (mostly bad).” They also refuse to use models in their images because “Models don’t highlight anything about a skin-care product meaningfully.” (Glossy)