Beauty Connect Omnichannel Journeys | Volume 1

How Social-First Beauty Brands Turn Attention into Omnichannel Growth

From Social Breakout to Global Brand: How Today’s Fastest-Growing Beauty Brands Turn Attention into Omnichannel Scale 

How do social-first beauty brands turn creator-led attention into sustainable ecommerce, retail and omnichannel growth?

Thousands of beauty brands generate attention through social media every year. Far fewer successfully convert that attention into lasting demand, loyal communities and scalable businesses across multiple channels.

Beauty Connect Omnichannel Journeys | Volume 1: Social-First Demand explores what happens after the social breakout - and how digitally native beauty brands can translate creator and community momentum into sustainable commercial growth and wider distribution.

Download for free.

Download Volume 1 (opens in a new tab)

 

Investment Playbook

How REFY Turned Social Demand into Omnichannel Growth

For REFY, social was never simply another marketing channel.

“From day one, social was never approached as a marketing channel, we approached it as our storefront.” - Jenna Meek, Co-Founder & CEO, REFY

As REFY has grown, that relationship has evolved. Social now sits within a wider customer journey spanning creators, ecommerce, community experiences and physical retail, with each touchpoint contributing to how consumers discover, experience and ultimately purchase the brand.

The case study examines how REFY moved through that journey - and what other social-first beauty brands can learn from it.

Alongside exclusive insight from REFY Co-Founder & CEO Jenna Meek,  KIN have provided creator intelligence and an expert perspective.

Jenna Meek, REFY

What You’ll Learn About Social Commerce, Creators and Retail

Download the report to explore:

  • How social demand can become a starting point for omnichannel growth, creating consumer awareness and momentum before and alongside wider distribution.
  • Why creator strategy needs to extend beyond viral moments, and how recurring creator participation can contribute to familiarity, trust and advocacy.
  • How REFY built community into its growth model, using customer feedback and ongoing engagement as the business scaled.
  • How social-first traction can support retail expansion, rather than treating digital and physical retail as separate growth strategies.
  • How REFY is connecting social, ecommerce, retail and IRL experiences as it enters its next phase of growth.
  • What recent creator data reveals about REFY’s social ecosystem, including creator participation, retention, impressions and EMV.
  • Three practical takeaways for digitally native beauty brands looking to turn attention into lasting commercial scale.
Investment playbook key takeaways

Download the Social-First Demand Report

Getting attention is one challenge. Building a business that can outlast it is another.

For beauty leaders navigating social commerce, creator marketing, DTC and retail expansion, the report examines the strategic decisions that sit between breaking through and successfully scaling.

Use the insights to benchmark your own approach to:

Social & Creator Strategy | Community | Ecommerce | Retail Expansion | Omnichannel Growth

Whether you're building toward your first major retail partnership or working to connect an increasingly complex mix of channels, Social-First Demand provides a real-world case study and practical lessons for turning consumer attention into sustainable commercial momentum.

Who Is This Beauty Omnichannel Report For?

The report is designed for senior leaders across beauty, wellness and personal care, particularly:

Founders & CEOs | Ecommerce & Digital | Social & Influencer | Marketing & Brand | Commercial & Growth | Retail

It also provides insight for retailers, digital marketplaces, creator-marketing specialists and strategic partners looking to understand how today’s digitally native beauty brands are building, converting and scaling demand.

About Beauty Connect Omnichannel Journeys

Social-First Demand is the first in a new three-part Beauty Connect Omnichannel Journeys series tracking the different routes today’s beauty brands take to reach lasting scale.

Volume 1: Social-First Demand
How digitally native brands turn social attention, creators and community into commerce and wider distribution.

Volume 2: Distribution-Led
How brands use distribution as a foundation for demand, scale and expansion across a wider channel ecosystem.

Volume 3: DTC-First
How brands build owned customer relationships and commercial proof through DTC before expanding into a broader omnichannel model.

Together, the series explores a central question for modern beauty businesses: there is no longer one route to scale - so how do you build the right omnichannel journey for your brand?

Volumes 2 & 3 coming soon...

Built by Beauty Connect Series

Beauty Connect Series produces executive research informed by the leaders shaping modern beauty, including founders, CEOs, investors, retailers and product innovators, to deliver practical intelligence for an industry that is evolving faster than ever.

Rather than reporting on trends after they've happened, we work with the Beauty Connect community to identify the commercial shifts shaping what's next.

From investment and retail to AI, product innovation and consumer behaviour, every report is designed to help beauty leaders make more informed strategic decisions.