Beauty Brands Turn Products into Accessories and Go IRL with Fragrance Clubs

· Beauty & Fashion · United States · France

Two connected shifts in beauty marketing are gaining momentum. Brands are increasingly designing beauty products to double as fashion accessories, following the success of Rhode's viral lip gloss phone case in 2024, which created a category where consumers can wear their beauty products publicly. In parallel, fragrance communities that grew on social media are spawning in-real-life clubs across the US, Europe and China, turning scent discovery into a social experience. Beauty brands are tapping into these grassroots clubs to forge closer connections with fragrance enthusiasts, creators and experts offline.

Why it matters：These trends show beauty marketing shifting from pure product performance toward wearable formats and offline community building, changing how brands acquire and retain consumers.

Key points

  • Rhode's 2024 lip gloss phone case popularized beauty products as fashion accessories.
  • Fragrance clubs are emerging in the US, Europe and China as IRL social experiences.
  • Brands are partnering with these clubs to connect with enthusiasts and creators offline.

Sources (original reporting)

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