Big beauty brands are leaning into carefree and fun content on BeReal. While a brand’s social media presence usually takes a lot of time, planning, and effort, that’s not the case for BeReal. The quick easy nature of the rising app is attractive to beauty brands looking to give a more authentic behind the scenes look. Instead of promo content, brands like Kiehl’s, Rare Beauty, Glow Recipe, CeraVe, and Urban Decay are posting their WFH set-ups as well as “photos of office days, photo shoots, pets in the office and product launch teases.” Just last month, YPulse talked about how beauty brands like K18, E.L.F., and Inn Beauty were some of the earliest to hop on the app, and while none of these brands are making ads on the app outright, they are dabbling with more user engagement. (Glossy)
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