The role of the Chief Marketing Officer in beauty is transforming, and community is the new currency. Digital tools, from e-commerce to social media, have transformed how brands connect with consumers, pushing marketing to new levels of dynamism and immersion. As the beauty industry experiences explosive growth, surging from $93 billion in sales among the world’s top 100 beauty businesses in 2000 to nearly $213 billion by 2020, projections indicate it will soar to an astonishing $690 billion by 2028. These sweeping transformations are redefining the industry landscape.
Amid this growth, a critical question arises: Who is driving beauty’s marketing revolution in 2025, and where are they coming from?
Today’s consumers seek more from brands than just effective or aesthetically pleasing products. In a report published by Deloitte, 73% of Gen Z consumers said that a brand’s values are as important as its product offerings, and 52% have switched brands due to a misalignment with their values.
“The brand’s success is rooted in agility, staying tapped into the zeitgeist and reacting to culturally relevant moments in real time. It understands consumer behaviour and the power of social movements, to build deep connections with its audience.”
Having previously relied on traditional advertising campaigns and celebrity endorsements to engage with consumers; Chief Marketing Officers of the future will be architects of connection, leveraging the creator economy to drive engagement, with micro-influencers and real-time content shaping purchasing decisions. TikTok Shop exemplifies this shift, ranking eighth across the US’ beauty and health e-commerce platforms, with $1 billion annual sales in the region and 12.5% of US e-commerce shoppers making health and beauty purchases through the app. In China, this is even higher, with 31% of skincare purchases conducted via Douyin or TikTok Shop.
In this climate, Chief Marketing Officers must move beyond conventional advertising models, embracing the agility of digital spaces and the grassroots influence of creators to cultivate brand loyalty. A prime example is Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, whose community-led approach has propelled the brand forward, taking on some of the beauty world’s long-standing heritage brands. Founded in 2004, e.l.f Beauty saw significant growth in the late 2010s and early 2020s thanks to its effective use of social media, and in particular, TikTok. When Kory joined e.l.f. in 2019, bringing years of experience from Shiseido Americas where she was Senior Vice President, US Marketing for bareMinerals, she introduced a four-step formula for success.
She told media outlet, the Italian Reve, that this is as follows:
- Step 1: Tune the e.l.f. in. This means understanding the community – who is the brand speaking to, what do they want and what signals are they giving?
- Step 2: Put your head in the stars. Dream about what’s possible.
- Step 3: Put your feet on the ground. Put together an action plan to achieve the dream.
- Step 4: At e.l.f.’s speed. Move at the speed of culture.
Strategies such as Kory’s demonstrate that it’s no longer just about selling a product; it’s about storytelling, inclusivity, and creating culturally relevant moments that foster authentic engagement. This consumer-centric approach has allowed e.l.f. to expand both its makeup and skincare lines, and experience global virality while also venturing into entertainment – producing a Billboard-charting music hit and earning recognition from Fast Company as one of the world’s most innovative companies. The brand’s success is rooted in agility, staying tapped into the zeitgeist and reacting to culturally relevant moments in real time. It understands consumer behaviour and the power of social movements, to build deep connections with its audience.
The growing emphasis on building online communities around beauty brands is reshaping the backgrounds of Chief Marketing Officers. Some, like Kory, rise through the ranks within the beauty industry, while others transition from sectors such as consumer goods, media, or e-commerce, bringing fresh perspectives and expertise that redefine beauty marketing
For example, Shira Feuer, now Chief Marketing Officer at Beauty Pie, has seamlessly translated her expertise in digital innovation storytelling and brand strategy shaped by global companies like Disney and Burberry into the beauty industry. Her leadership at Trinny London as CMO along with her current role at Beauty Pie exemplifies how cross sector experience can drive success in modern beauty marketing.
“Talent teams must recognise that today’s beauty Chief Marketing Officer must be both analytical and creative, using digital insights to engage consumers while cultivating brand loyalty through cultural relevance and purpose-driven strategies.”
While micro-influencers and fleeting trends generate buzz, true success lies in forging lasting connections with consumers, especially as competition in the beauty landscape intensifies. Leading indie beauty brands have embraced this approach, each carving out a distinct identity through narrative-driven marketing. Rhode Skin builds confidence and individuality, turning everyday beauty moments into expressions of self-assurance. Indē Wild merges culture and haircare, creating a space where South Asian consumers feel seen and represented. Glow Recipe makes skincare a shared experience, introducing K-beauty in a way that feels fun, inclusive, and approachable while Summer Fridays blends luxury with simplicity, positioning self-care as both aspirational and accessible.
Talent teams must recognise that today’s beauty Chief Marketing Officer must be both analytical and creative, using digital insights to engage consumers while cultivating brand loyalty through cultural relevance and purpose-driven strategies. Whether they come from beauty, media, tech, or FMCG, success hinges on an ability to build a brand that doesn’t just sell, but speaks, listens, and resonates.
As beauty brands navigate the future, emerging technologies like AI, next-generation social platforms, and immersive digital experiences will continue redefining consumer engagement, yet the winners will be those who can turn consumers into communities and transactions into trust.
