As a beauty professional, collaborating with brands can help expand your reach, but staying true to yourself and your audience is essential.
Your social media followers trust you to recommend products that align with your values and needs. Here's how to ensure your brand partnerships remain authentic:
1. Align with your personal values
When selecting brands for collaboration, it’s crucial to choose those whose values align with your own.
For me, diversity and inclusion are central to everything I do. As a makeup artist passionate about making beauty accessible to all, I partner with brands that promote these values, such as Too Faced and Elf Cosmetics.
These brands share my ethos of inclusivity and empowerment, resonating with a diverse audience.
Choose partners whose messages mirror your beliefs to maintain authenticity in your collaborations.
2. Cater to your audience’s needs
Your audience follows you because they trust your expertise, so it’s vital to choose brands that address their concerns.
For my followers, that includes solutions for pigmentation, dark circles, ageing skin and textured skin.
By selecting brands that offer products catering to diverse skin tones and types, you can ensure that your collaborations feel relevant and genuine.
Promoting products that truly benefit your followers shows you care about their needs, not just sales.
3. Believe in the products you promote
Authenticity comes from genuinely believing in the products you recommend. Collaborate with brands whose products you already love and use in your daily routine.
Avoid partnerships based purely on follower count or likes; instead, focus on your passion for the brand’s offerings.
When you endorse products you believe in, your followers will trust your recommendations. Share real-life experiences with the products, whether through social media, tutorials or client work, to build organic brand awareness.
4. Reflect and learn from past collaborations
Staying authentic also means embracing reflection and growth. Even if a collaboration boosts your numbers or engagement, it’s important to evaluate whether it aligns with your values and audience's needs.
As your influence grows, strive for genuine partnerships that reflect your true self, even if they differ from typical industry trends.
Consistently learning from your past experiences will help you maintain an authentic voice and build long-lasting brand partnerships.
About the expert
Aarti Pal is an award-winning makeup artist, educator and founder of the South Asian Beauty Collective.