A cult beauty brand goes beyond just having loyal customers, it’s when a brand cultivates a following of fanatics who hang onto every word they say. Brands like these have their customers hooked. They're deeply invested, and back a brand, on its journey, every step of the way.
So what's the recipe for creating a cult following?
1. Be well known, but not mainstream
Like many cult brands, Lashify, the pioneer of DIY Lash Extensions, is well-known among beauty obsessives and industry insiders, though it hasn’t quite reached mainstream household name status. It’s a familiar name within beauty circles, but still under the radar for some.
Cult brands distinguish themselves from mainstream alternatives by offering innovative, never-seen-before products or unconventional options. This sets them apart from the broader market, making them particularly appealing to consumers who prioritize originality and cutting-edge solutions.
2. Have a signature product
Signature products are often the cornerstone of a cult beauty brand’s identity. These standout offerings deliver on their promises with unique features that set them apart from competitors. Essentially, a signature product becomes synonymous with the brand itself. The Lashify Control Kit was Lashify's signature product. The user-friendly, at-home-solutions that mimicked the results of professional lash extensions. The kit includes Lashify’s innovative Gossamer lashes, the Fuse Control Wand, and Bond & Seal, providing everything needed for a customizable lash look. This product set Lashify apart as a pioneer in the DIY lash space and became central to the brand’s identity.
3. Offer exclusivity or scarcity
Exclusivity and scarcity are powerful psychological levers that cult brands pull to amplify their desirability. Whether through limited product releases or restricted availability, the perception of scarcity fuels the allure of the brand. This taps into the human desire to belong to an elite group, making ownership of the brand’s products feel like a special achievement.
In Lashify's case, it's their 600+ patents and 200+ trademarks that reinforces their position as a leader in the often generic lash category.
4. Have a visionary leader
Central to a cult brand is a visionary leader who embodies the brand’s values and mesmerizes others with their mission. With this leader as the figurehead and voice of the brand, trust and loyalty is earned through their charisma and conviction. They can connect with their audience like nothing else, on a personal level, creating an environment where customers feel genuinely seen and heard.
Vivacious, bold, witty, and full of energy, Lottie brings an undeniable spark to the brand's digital presence. Her appearances across campaigns and social media content add a layer of fun and authenticity to the brand's otherwise polished image, making it feel more relatable and dynamic. Whether through lively posts or playful banter, Lottie consistently engages with the brand's online community, often sparking conversations in the comments and building genuine connections with followers.
5. Have a meaningful manifesto and mission
At the heart of every cult beauty brand is a compelling manifesto, or brand story, and a purposeful mission. These guiding principles not only direct the brand’s actions but also inspire a shared purpose among its customers.
A well-defined mission creates emotional alignment, giving customers the sense that they are part of something far greater than just a product purchase. When a brand communicates its purpose with clarity and conviction, it cultivates a sense of belonging that transcends the transactional to spark a lasting connection.
In Lashify's case, it’s presented as a deeply personal written statement from Lottie herself, reflecting her authentic connection to the brand. This is followed by the brand's unexpected yet uniquely compelling mission, close to Lottie's heart: "For the Love of Dogs", showcasing the brand’s commitment to K9 research and protection initiatives.
6. Build a tight knit community
A cult beauty brand thrives on a strong, engaged community that lives for its values and mission. Lashify exemplifies this, in addition to a thriving public social media following, it's also amassed a private closed community on Facebook at 130K member's strong, said to be the largest private community in the world for, a single brand. With community members serving as admins, the group shares insights on lashes, beauty, and life, creating a vibrant, loyal following.
Building a more magnetic brand, it begins with the right foundations. Whether you're refining your brand's manifesto or seeking a roadmap for how to built and activate your brand community, we can help guide through the process. Feel free to reach out to request an informal chat.
Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.
