🔥 The Power of Community: How Brands Are Winning in 2025

Some of the fastest-growing brands aren’t just selling products, they’re building communities. And here’s how they’re doing it:

1. TikTok → Community-First Storytelling

Example: REFY Beauty REFY, co-founded by influencer Jess Hunt, built a cult following through TikTok’s raw, unfiltered content. By encouraging users to share tutorials and using real customers in their campaigns, REFY has turned buyers into brand advocates.

How To Start Now: Leverage TikTok’s Shop feature, create behind-the-scenes content, make them feel part of the brand journey and encourage user-generated content with branded hashtags.

2. Slack → Private Founder-Led Communities

Example: Calling Beauty. Before launching her first product, Sabah Yaqoob cultivated a clean beauty community on WhatsApp and Slack, where members voted on product names, tested samples, and engaged in real conversations. By launch, she already had a loyal audience eager to buy.

How To Start Now: Create a group on Slack, Facebook WhatsApp or any other platform for VIP customers and early adopters, offering exclusive insights, early access, and direct engagement with your brand.

3. Discord → Brand-Led Micro-Communities

Example: Aimé Leon Dore The NYC-based fashion brand has built an underground community of loyal customers through Discord, where members discuss drops, styling tips, and brand events. This direct connection fosters a deep sense of exclusivity and belonging.

How To Start Now: Launch a Discord server for your brand and create separate channels for product discussions, feedback, and brand updates.

4. Newsletters → Consistent, Value-Driven Content

Example: Career Girl Daily (CGD London). CGD started as an online magazine before launching CGD London, their product brand. They built trust through valuable content, creating a seamless transition from readers to customers.

How Start Now: Send a weekly or bi-weekly newsletter with educational content, brand updates, and community spotlights. You can use Mailchimp, Substack, or Klaviyo to get started.

5. Offline Events → IRL Brand Connection

Nothing builds loyalty like real-world experiences. Some of the most successful brands aren’t just selling products, they’re creating moments that bring their communities together.

🔹 Rhode Beauty – Experiential Pop-Ups & Masterclasses

Hailey Bieber’s Rhode isn’t just a skincare brand, it’s a lifestyle. Their exclusive pop-ups in NYC, London and LA let fans try products in person, meet the team, and even get skincare consultations. The buzz? Instant. These events generate viral content, deepen brand trust, and turn customers into lifelong fans.

✨ How To Start Now: Host an intimate brand experience, whether it’s a product demo, masterclass, or a themed event. Platforms like Eventbrite or TikTok LIVE can help you promote it.

🔹 Gisou – Community-Driven Brand Activations

Founded by Negin Mirsalehi, Gisou is known for turning its community into the heart of the brand. Their London, Paris and NYC pop-ups blend education (beekeeping workshops), beauty (styling sessions), and exclusive product drops to engage their audience beyond a simple transaction.

✨ How To Start Now: Create a hybrid digital-to-physical activation, such as inviting top customers to a hands-on workshop or an exclusive pre-launch shopping event.

🔹 On – Running Clubs & Community Meetups

On has built a global cult following, not just by selling sneakers but by launching On Running Clubs, free events that bring fitness enthusiasts together. These meetups aren’t just about the product; they’re about lifestyle, motivation, and community.

✨ How To Start Now: Think about how your brand can bring customers together beyond the sale, whether it’s a fitness class, creative workshop, or networking event.

🔹 Glossier – Local Pop-Ups with a Cult Following

Glossier mastered the "showroom" concept, turning pop-ups into immersive, Instagrammable brand experiences. By creating limited-time retail moments, they drive urgency, excitement, and community engagement.

✨ How To Start Now: Even if you’re a small brand, start with a low-cost pop-up at a local market, co-working space, or retail partner location.

How to Make Offline Events Work for Your Brand:

✅ Start Small – Invite 10-20 VIP customers for an exclusive experience before going bigger.

✅ Make It Instagrammable – Beautiful spaces, good lighting, and interactive elements = free content.

✅ Tie It Back to Digital – Use QR codes, live streams, or exclusive online perks for attendees.

✅ Leverage Co-Branding – Partner with complementary brands to share costs and audiences.