Beauty brands like K18, E.L.F., and Inn Beauty are taking BeReal by storm. We know non-beauty brands like Chipotle were some of the first companies to jump in on the app and now beauty brands are making way for their content, too. K18’s Gen Z social media team is planning on debuting their account (@K18hair) this weekend at Florida’s Behind The Chair Show. Meanwhile, E.L.F. is already coming on strong and gave their first 150 followers on BeReal “an exclusive code to receive a free travel kit with products from its Holy Hydration skin-care collection.” For Inn Beauty, the brand’s main goal is to show more behind-the-scenes content like previewing product launches. On BeReal, brands don’t have to worry about the number of followers and likes on their accounts, because that’s not what users are there for. YPulse research shows that apps like BeReal attract young consumers who are looking for anonymity and authenticity. (Glossy)
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