At the 2025 WWD L.A. Beauty Forum, an intriguing moment unfolded that highlighted the deep bond between beauty brands and their consumers: multiple executives discussed customers who had tattooed their brand symbols on their skin. Priscilla Tsai, founder of Cocokind, shared that during a brand trip to Miami, six out of eight participants spontaneously inked coconut trees with the word “kind.” This spontaneous act of devotion illustrates the extremely personal connections consumers can have with brands, a theme echoed by Noyz CEO Malena Higuera and Arnaud Kerviche from NYX Professional Makeup during an engaging panel hosted by WWD’s senior beauty editor, Kathryn Hopkins.
Tsai emphasized her dedication to cultivating a loyal customer base over merely expanding numbers. “I want 1,000 customers who are obsessed with us rather than a million who are indifferent,” she stated. This approach underpins the brand’s strategy of creating meaningful content, particularly on TikTok, where Tsai actively engages with a follower base of over 172,000. By prioritizing authenticity, Cocokind fosters an environment where customers feel valued and respected, reinforcing the brand’s intimate identity and commitment to their community.
Higuera further built on this notion by highlighting Noyz’s emphasis on community involvement. The brand organizes customer brand trips and actively engages them in the content creation process, even allowing fans to take over the Snapchat account. By sending out prelaunch mailers and making personal connections via one-on-one customer calls, Higuera intends to cultivate an engaged community that feels a true connection with the brand. “Engagement can’t be bought,” she asserted, reinforcing that genuine connection is far more beneficial than fleeting views and viral moments.
Kerviche shared that NYX also prioritizes understanding and embracing its community’s demands. A notable example of this occurred when the brand linked up with “Love Island” stars after fans noticed them using NYX products on the show. This responsiveness to consumer behavior allows them to foster brand loyalty, especially among Generation Z, who seek genuine connections even in a world where they often feel isolated. By addressing their community’s desires, NYX reinforces a sense of belonging that aligns with its brand ethos.
For both Cocokind and Noyz, communicating with customers is key to building relationships. Tsai values direct interactions, noting that comments and direct messages provide insight and facilitate connection. Higuera echoed this sentiment, pointing out that utilizing social media platforms, particularly Instagram, and sponsoring numerous events has proven vital for growth. In a bold move for engagement, Noyz organized 16 events over 45 days, introducing their team to a diverse audience of 6,000 individuals, demonstrating their commitment to community engagement and fostering a dynamic brand experience.
In today’s beauty landscape, the emphasis on cultivating genuine relationships with consumers illustrates a shift from traditional marketing models. Executives like Tsai, Higuera, and Kerviche are crafting brands that thrive on authentic connections rather than sheer numbers. By valuing customer engagement, fostering open communication, and responding thoughtfully to demands, these brands not only create loyal customers but also inspire deep, lasting connections, making their consumers feel seen, valued, and part of a larger community.