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Beauty superfans control brands’ fates. Is that a good thing?

From rehashing original product formulations to investments, brands’ online communities have a bigger voice than ever. It’s a double-edged sword.
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Photo: Courtesy of Saie

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“WE F*****G WON” reads a comment on a Reddit thread where news, reviews and discussions about Glossier’s skincare and makeup are shared to 57,000 followers. The feat the comment refers to is the brand’s reversal of the vegan formulation of the fan favourite Balm Dotcom lip balm, which launched in January 2023.