Five beauty brands doing social shopping right

The digital environment has become more and more social, changing not only how billions of people connect with one another but also the ways in which we interact with brands and shop for products online. A recent survey found that three quarters of respondents believe social media apps have influenced their shopping behaviour.

While social shopping features have been available for a few years, it has now become an essential tool for both beauty consumers and brands alike as a source of revenue. Providing a platform that has not only become a huge driver of purchase intent and product discovery, but a medium that has one of the most engaged user bases when it comes to shopping, with more than 20% of social shoppers saying they purchased goods on the app ‘all the time’.

With this in mind, we shine a spotlight on five UK beauty brands that have led the way with their social shopping strategy.


Entrepreneur Jenna Meek and influencer Jess Hunt founded REFY in 2020 with the goal of offering easy to use beauty essentials directly to consumers. They have since sold more than 2.5 million products including their viral Brow Sculpt and Lip Collection, which drove 8 million visitors to their website. Their mission is redefining beauty by encouraging everyone to be confident enough to celebrate themselves and embrace their natural beauty.

REFY’s 363k strong Instagram following shows off the brands product catalogue. Of recent, their focus has been on reels and shoppable posts. The combination of influencer demonstrations using REFY’s products and the view in shop call to action simplifies the purchasing journey for consumers.

Bleach London

Founded by celebrity hairdressers, Alex Brownsell and Samantha Teasdale in 2010, Bleach London has evolved into the world’s first salon which focuses on colour rather than cutting. This inspired the innovative idea for at-home kits, so their customers could DIY dye wherever and whenever. Their products include bleach kits, toners and semi-permanent dyes which are made from vegan, cruelty free ingredients.

With 353k and 265k followers on Instagram and TikTok respectively, Bleach London are smashing their social media strategy. Their content includes how to’s and demos from customers, influencers and staff showcasing the quirky and unique results that can be achieved from the comfort of your own home. A sleek shopping section on Instagram allows visitors to find the products they like and checkout with ease.


Founded by Elliot Isaacs in 2009, Medik8 was born out of a passion for better skin health and results. From cleansers and toners to masks and exfoliants, there isn’t much that Medik8 don’t offer. Sustainability is at the forefront of their operations, being fully carbon neutral as well as using 100% vegan ingredients.

Medik8 have a strong social presence with north of 150k followers on Instagram and TikTok combined. Their content focuses on the transformational results that can be achieved through their products as well providing consumers with expert insights into the science behind their products. With Black Friday around the corner, there is also lots of activity around the upcoming sales.

Pai Skincare

Pai Skincare was founded in 2006 by Sarah Brown with the mission of doing things right for you and your skin. Their products are made for people with sensitive skin, by people with sensitive skin. At a time when it is vitally important to showcase value for consumers, Pai are looking to interact with wider audiences. As a company who strive to be pioneers in the skincare space, they are thrilled to be one of only 32 personal care brands in the UK to be a certified B Corp making them part of the global movement that’s making business a force for good.

Pai use guides as part of their social strategy – outlining the step-by-step treatment processes consumers can take to tackle specific skincare issues including eczema, dehydration and blemish-prone skin. Each guide has the relevant products linked making it easy for consumers to purchase products.

Tangle Teezer

After years of research, design, development and an appearance and rejection on Dragons’ Den, Tangle Teezer was established in 2007 by leading hair colourist Shaun Pulfrey. They are now a global brand with a vast product range incorporating categories such as detangling, styling, wellness and even pets. The last few years has seen a real push with their sustainability processes having partnered with organisations that can help on their mission to tackle climate change.

Tangle Teezer’s socials do a great job of showcasing the fun personality of the brand whilst demonstrating the immense value that the products can offer through educational content. They utilise Instagram reels effectively with how-to guides from influencers and their professional imagery provides great aesthetics of their products. In addition to this, their Pinterest does a great job of providing inspiration for gifts by promoting their Christmas collections.

If you would like to find out more about how our specialist social media team could help deliver results for your beauty brand, get in touch with us today.

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