How the Magnificence Business Is Taking up Threads, Meta’s Twitter Rival App – WWD

The magnificence business is coming into its Threads period.

From firms like Tarte Cosmetics, Milk Make-up, Sephora and the Estée Lauder Cos. to magnificence tastemakers together with Desi Perkins and Monet McMichael (no signal of Alix Earle — but), the business’s denizens are among the many 70 million-plus customers who’ve taken to the text-based platform because it was launched by Meta late Wednesday.

Like Twitter, Threads permits customers to browse and share ideas, photographs and movies, and repost others’ content material. Threads have a 500-character restrict, and movies uploaded to the platform have to be beneath 5 minutes lengthy.

In contrast to Twitter, Threads possesses the benefit of a clear slate: The platform is yet-unsullied by the form of controversy the previous has been grappling with since Elon Musk took the reins as chief govt officer in October. Shortly after coming into the function, the tech billionaire laid off a majority of Twitter’s workforce with out discover; his most up-to-date offense occurred final week when he rolled out non permanent limits to what number of tweets customers can view per day in a bid to fight “information scrapping.”

With many Twitter customers now contemplating leaping ship, Threads seems uniquely positioned to snap up a minimum of a number of the app’s market share.

“It’s nearly like a reset, proper?,” mentioned Amy Liu, founder and CEO of viral skincare model Tower 28. “I believe individuals simply really feel perhaps barely safer on this [Threads] surroundings; it’s like all of the issues that folks wish to get again to that they felt like Twitter as soon as was.”

Tower 28 poked enjoyable on the Threads vs. Twitter discourse with a comparability of the SOS Every day Rescue Facial Spray’s outdated and new packaging.

As a result of Threads is linked to Instagram, individuals can simply sync their following record on Threads with that of their Instagram account. Not solely does this make it simpler to shortly construct a following — Tower 28, for instance, already counts greater than 12,000 followers on the platform, versus simply over 1,000 on its long-standing Twitter account — it might additionally cut back trolling, a rising problem on platforms like TikTok and Twitter.

“As a result of your Threads is tied to your Instagram, there’s somewhat bit extra accountability over what you say, whereas you’ll be able to form of be a part of different social media apps and have nobody know who you might be,” mentioned Afreka Ebanks, inventive and model strategist and account director at Gen Z digital advertising company Juv Consulting.

Whereas it’s too early to inform whether or not the amicable power on Threads is a results of widespread Twitter fatigue, or as a result of easy time and circumstance, the vibes on the platform are certainly excessive.

“Whenever you enter Threads, it’s like coming into into a celebration full of individuals you already know — it’s instantaneous ease,” mentioned Christine White, Ulta Magnificence’s senior director of social media and content material. “I joke with my group that it’s about ROV, not ROI proper now — Return on Vibes.”

The masstige retailer racked up greater than 190,000 followers in simply two days on Threads, the place it prompted customers to share their favourite magnificence merchandise and playfully rallied behind actress Keke Palmer in mild of her current child daddy drama (which, paradoxically, kicked off on Twitter).

Ulta Beauty took to Threads to playfully rally behind actress Keke Palmer.

Ulta Magnificence took to Threads to playfully rally behind actress Keke Palmer.


“Twitter permits manufacturers to essentially have a character: It’s nonetheless very a lot an necessary a part of our ecosystem, however the emergence of Threads permits us to discover what community-building might appear like over right here, particularly because it’s connected to Meta,” White mentioned.

Added Summer time Fridays cofounder Marianna Hewitt: “The truth that you’ll be able to share your posts seamlessly between apps makes it very straightforward for the social media groups.”

Elsewhere on Threads, make-up artist and founder Bobbi Brown has opened up the ground to magnificence questions; Ipsy is asking customers to share go-to Dunkin’ Donuts drink orders; Refy Magnificence has introduced a London pop-up subsequent week, and Profit Cosmetics — greatest recognized for its forehead services — is making “threading” puns.

Beauty veteran Bobbi Brown on Threads.

Magnificence veteran Bobbi Brown on Threads.


Mentioned Caroline Guss, group vice chairman of Sally Magnificence Holdings: “We’ve seen Twitter serve a necessity for us in customer support and assist; we see Threads as far as being a spot for additional engagement, and a brand new solution to extra carefully connect with our group we’ve constructed on Instagram.”

The embrace of Threads has far transcended the general public’s tepid reactions to different current characteristic rollouts by Instagram.

The IGTV app, which launched in 2018 and sought to compete with YouTube, was shut down in 2022; the Store tab, launched in 2020, turned defunct this previous February following the corporate’s choice to prioritize Reels. (Instagram launched Reels in 2021 in response to TikTok; whereas the characteristic is certainly nonetheless standing, Instagram’s consumer base has been vocal of their disdain for the platform’s shift towards short-form video over photographs.)

“I bear in mind the day that Instagram created Tales again after we all had Snapchat — it felt momentous in how we might eat content material, and it turned out to have been. [Threads] can’t be ignored,” mentioned Jana Bobosikova, CEO of Epic Future Labs and cofounder of Web3 magnificence model, Kiki.

California-based Bobosikova was on a European tour when Threads launched. “It was 2 a.m. or one thing like that — I simply felt it was necessary to be there and study from the start.”

Whereas many are questioning whether or not Threads is the world’s second likelihood at a pre-Musk Twitter, Bobosikova posits the app may very well be the text-first platform for magnificence discourse that Twitter by no means fairly turned.

Estée Laundry, the anonymous account which independently recounts the ongoings (and scandals) of the beauty industry, has arrived on Threads.

Estée Laundry, the nameless account which stories on the ongoings of the wonder business, has arrived on Threads.


“After we began Kiki, we have been strategically targeted somewhat extra on Twitter, and we discovered the Twitter magnificence area was — I wouldn’t say lonely, as a result of there’s loads of noise — but it surely’s undoubtedly considerably quieter than TikTok or Instagram,” Bobosikova mentioned.

Yarden Horwitz, cofounder of magnificence development forecasting firm Spate, additionally sees alternative for an app like Threads to take off inside the magnificence group.

“The transition for magnificence gamers could also be much less intimidating since [Threads] has a basis in Instagram, a platform beloved by creators and types for over a decade,” Horwitz mentioned. “One other benefit of a text-based platform is that inventive budgets and lead occasions are considerably decrease.”

“Magnificence is inherently visible, however text-based dialog remains to be wanted and desired,” she continued, alluding to Reddit’s widespread SkincareAddiction subreddit and different digital boards as examples of this demand.

Newly launched textured hair platform and model OurX is already harnessing Threads’ momentum and accessibility to focus on its education-first strategy.

“Threads is definitely a approach for us to take a number of the training we’re doing on Instagram and make it into bite-sized Threads or nuggets,” mentioned Meghan Maupin, CEO of OurX, including the model has launched into a “Hair Tip of the Day” sequence that includes knowledge from movie star hairstylist and model companion Johnny Wright.

Textured hair care brand OurX rolled out a

Textured hair care model OurX rolled out a “Hair Tip of the Day” sequence on Threads.


“Lots of people who fall into our goal demographic are shifting off Twitter,” Maupin mentioned. “Particularly for this shopper with highly-textured hair, we’re ensuring we create a secure area for them to debate hair and different cultural subjects as nicely on new platforms like Threads.”

Magnificence creator Joshua Specks echoed Maupin’s sentiments about Threads feeling doubtlessly extra conducive to amiable discourse than Twitter, which he added “is iconic — Twitter will all the time be there.”

“Once I take into consideration the those who comply with me on Twitter versus the those who comply with me on Instagram, I believe Twitter comes with much more of a critique,” mentioned Specks, who counts greater than 300,000 TikTok followers and is greatest recognized for his experimental make-up seems. “When I’ve movies go viral they usually find yourself on Twitter, they have a tendency to garner somewhat extra hate.”

Beauty influencer Joshua Specks.

Magnificence influencer Joshua Specks.


He added that Threads’ marriage of TikTok’s impulse towards laid-back content material and Instagram’s aesthetically-pleasing M.O. might assist translate the platform to a mass viewers.

“I’d like to see manufacturers be extra private — I really feel like [Threads] is a good alternative for us to form of merge all of the apps collectively into one; it may be a Pinterest, Instagram, TikTok — all issues of that nature,” Specks mentioned.


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