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Direct-to-consumer beauty brands are creating “Instagram alliances” with unexpected businesses to reach more customers. 

Jan 22 2021

Direct-to-consumer beauty brands are creating “Instagram alliances” with unexpected businesses to reach more customers. As new brands and startups emerge in the DTC space, beauty and personal care companies have been developing “like-minded” partnerships with smaller businesses as a “cost-effective way” to build brand awareness, social engagement, and overall sales. So far, the collab strategy has paid off for DTC brands: In December, body care brand Curie teamed up with plant startup Lively Root for a giveaway and “detox-themed” Zoom media event. Meanwhile, a “Better Together” campaign for female and BIPOC DTC founders, organized by outdoor personal care brand Kinfield, drove a “1,000% increase in sales” for Curie. The cross-brand collabs are also being amplified by influencers: Tiara Willis (who has 196K followers) promoted a Bread Beauty Supply, Telfar, and Fenty Beauty collab giveaway. (Glossy)