Since we first started writing about EGC (ahem... years ago), a lot more brands have employed it (pun intended) as their secret weapon, and the beauty industry is leading the charge. At TRIBE, we’ve seen brands transform their marketing by empowering the people behind the counter, the camera, and the brand. Here are some of our fave examples of beauty brands doing EGC right and how you can, too.
#1 Sephora: turning staff into storefront stars
What they do:
Sephora’s Beauty Advisors have become a core part of their content plan. Staff film quick product demos, test their knowledge or walk through their day; then share them across TikTok, Reels and even product pages.
Why it works:
It humanises the brand through real people who live and breathe beauty. Sephora’s staff aren’t polished influencers; they’re relatable experts showing authentic results.
While a typical post on Sephora's TikTok lands around 20k views, one of our fave EGC videos asking Beauty Advisors about their fave products gained 1.2 MILLION.
Here's a quick stat check:
Views: 1.2 million
Likes: ~130k
Comments: 430
Saves: 8,092
Shares: 1,206
Viral EGC posts aren't unusual for Sephora, with anything from product display set-ups and "guess the product" trends reaching millions of people.
The takeaway:
Your front-line team already knows what your audience wants. Hand them a ring light and let them talk.
#2 Fenty Beauty: behind the brand, beyond the campaign
What they do:
Fenty’s social content doesn’t just feature models and influencers, it celebrates the people who make the magic happen. Fun employee content and product insights offer fans a peek into how the brand has been built, not just marketed.
Why it works:
EGC adds depth to the brand's story. Instead of another glossy campaign, followers get genuine glimpses of what makes Fenty special, straight from the team.
Where a typical post is sitting around the 50k views mark, this EGC offer announcement pulled out 112k!
Our favourite is the TikTok below, which leverages the 'if we say your friend's name' trend, resulting in twice as many shares as their average. The Fenty team is on the ball.
The takeaway:
Don’t just show your product, show the people working with, on and for your brand.
#3 e.l.f. Cosmetics: employees with a creator mindset
What they do:
e.l.f. has turned their team into social storytellers. From interns to execs, employees brainstorm and create entertaining content for the brand’s official channels. Their staff even helped spark viral moments like the “Eyes. Lips. Face.” challenge that redefined beauty marketing.
Why it works:
They toe the line between corporate and creator. Instead of outsourcing every idea, e.l.f. tapped into the creativity sitting inside its walls; people who already understand the brand’s tone, humor, and Gen Z energy. The result? Relatable, reactive content that helped drive record-breaking engagement and strong cost efficiencies.
From hype to product sampling and releases, the team use EGC to bring audiences through every stage of the journey.
Our fave are the moments that show e.l.f. employees are just as excited about new products as we are. ⬇️
The takeaway:
Your next viral idea might already be in the group (or Slack) chat. When you empower your team to create, you can quickly unlock brand ambassadors with built-in authenticity and audience knowledge.
#4 Glossier: curated & collaborative
What they do:
Glossier has a beautifully curated and balanced feed where every detail is thought through. From streams of colour-curated posts to aesthetic application videos, creator reviews and EGC entertainment, Glossier covers all bases to keep their audience engaged.
Why it works:
They have a content style for everyone and invite you in to engage with your fave. Here's a sample of the variety we're talking about, and some eye-popping results they're achieving:
Glossier isn't new to EGC; they had kicked off a BTS at Glossier series back in 2022, with this post gaining 4.5m views and over 240k likes. Ahead of the game!
This simple display of their 'funny culture and vibe' racked up 261k views (a huge jump from the average 11k on the next 8 posts)
Product naming is a challenge, but this TikTok featuring HQ staff is a very human way to share the process on social.
Finally, likeable employees sharing their fave products is a surefire way to get intel from those in the know. ⬇️
The takeaway:
Variety is the spice of life. Not every post will go viral, but Glossier shows us that if you keep taking different shots, one of them will go in.
#5 The Ordinary: extraordinary authenticity
What they do:
This brand is built on transparency. The Ordinary wants their customers to have all the information when making decisions, and that shines through in honest content.
Why it works:
The Ordinary is about no gimmicks, nothing flashy, just clean products that work - and the same goes for their content. Whether they’re calling out competitors or bringing in their scientists for an informative series on exactly what's in their products, their audience loves their authenticity.
Throw in some extra fun content from their team members, like finding your shade twins or following the latest TikTok trends (this one is NSFW), and The Ordinary has one of the more refreshing, honest and on-brand social feeds.
The takeaway:
Double down on the brand you want to be with your content, style, and vibes. Your audience will love you for it.
Ready to elevate your EGC strategy?
There's no doubting the many benefits of EGC. But the brands achieving the best results are getting strategic with employee creator programs that transform their social strategies and bring customers through the full funnel.
Click the button below to learn how TRIBE's EGC programs are driving serious results for leading brands and retailers.
