The retail industry, particularly cosmetics and beauty, has been swept up in a wave of social media trends. With a sea of competitors and new, viral brands emerging, standing out is critical. Gone are the days when traditional marketing ad campaigns were the only thing driving customers to the beauty counter. Today, social media is a driving force in the retail industry, marketing and engaging consumers in the beauty cosmetics industry.Many established brands now face competition from the buzz of Instagram. Embracing new technology, brands, and social media to reach new customers is a tactic that can't be overlooked. In this article, we take a deep dive into beauty brands that have successfully leveraged social media to engage consumers and get a head start. Let's explore some beauty retail social media trends.Consumers are more likely to find a new brand or product from an ad they see on social media. Beauty buyers find out about new products from ads they see on social media, as well as from comments or recommendations shared on social. It's clear that "beauty buyers" enjoy engaging with brands on social media, and the makeup industry's visibility is at an all-time high. Beauty buyers ask questions to brands on social media and share a brand's post.So why has social media been so resonant in the beauty cosmetics industry? With YouTube makeup vloggers hitting new levels of prominence, social media is highly accessible. More celebrities are pushing out their own makeup lines, and indie brands are gaining viral traction like never before. It's an exciting time for the beauty industry, and social media is at the forefront of this transformation.