Building a Cult Following 101: Kosas’s Turns Their Social Strategy Into Customer Acquisition and Loyalty
Kosas, a cult-loved, clean skincare and beauty company that “makes makeup for skincare freaks”, cultivates their community on TikTok through their product launches, community spotlights, and product education.
Kosas features their beloved products on TikTok and teaches their community how to best use them. This including their recent launches for the blender brush, lip gloss, and foundation.
Kosas leverages social to elevate their products benefits and effectiveness to remind customers why their brand stands apart from the competition. They strategically tie their core ingredients, (i.e. Arnica and Caffeine), to their key benefits (i.e. soothing and brightening), to explain how effective and safe their products are.
Because building a community is the core of the Kosas brand, they also feature important community comments from social and product reviews.
Kosas also shows customers their branded unboxing experience through TikTok, getting potential customers excited to receive their goodies. To create multiple ways for customers to engage and advertise the brand, earlier this year they launched a branded sticker pack and showcased this through a TikTok video.