Meet The Beauty Co., who introduced Coconut Shell Activated Charcoal Teeth Whitening Powder, Dry Coffee Scrubs, and Rose Gold Oil in India. They're all about the care we and our skin deserves without the toxins. 

Being an internet-first brand, let's take a peek at how they're shining on the Gram:

*This analysis is from June to Mid-December.

Profile Features:Posting Frequency: The Beauty Co. posts 3-4 times a week.Main hashtag: TheCareYouDeserve ( which is also their mission)Highlights: Clean highlights with minimalistic illustrations as thumbnails

Content Formats:

• Reels

• Memes 

• Quotes

• Static Posts

• Product Shots

• Texture Videos

• Product Shots with Benefits

Talks About:

• Results

• Benefits

• Properties

• Ingredients

• Being Paraben-free

Content Mix

• Educational/Informative

• Product-Related & Promotional

• Engagement & Relatable 

• Topical 

Educational/Informative

Since they’re all about being toxin-free, The Beauty Co. shares carousels and posts about toxin-free skincare as well as their products - how-to guides, ingredients’ benefits, and routines - to help consumers make right and wise decisions. 

Some posts include:

• Why rosemary oil works?

• Hair Oil 101

• How to revive dry hair?

• Causes for body acne

• If you have [pain point], use [product]

• Greens flags to look for (in products)

Product-Related & Promotional

The brand doesn't just tell you their products work; they back up their claims with hard numbers and transparent ingredient disclosures. 

They share everything you need to know to make informed decisions confidently - from who the product is for to its ingredients, benefits, and actual tangible results. 

I really like this section because of topics like:

• 93% saw results…

• What’s inside The Beauty Co.’s body scrub? 

• Reviews from customers

• Showing product in action 

• What does The Beauty Co.’s face scrub do?

They build trust and answer all your burning questions, making you feel good about hitting that "buy" button.

Another interesting thing I’ve noticed (which could be either intentional or I’m reading too much into it) is when they introduce a product, say apple cider vinegar shampoo, they cover everything about it - its benefits, ingredients, how to use it, and other products with apple cider vinegar through multiple posts. 

Engagement & Relatable 

The Beauty Co. picks on common relatable things that often people hear or experience. This makes it easier for people to connect with the brand. 

For example, “Things we’re tired of hearing” talks about the common advice and notions everyone hears about skincare.

They ask questions that make you feel like the brand is genuinely listening. One of my favorites is when they ask people about where they are on their skincare journey. 

Other content includes:

• Weekend plans reminders 

• Memes 

• Quotes to make them feel special and inspired

• Reminders

• POV reel

Topical 

They’ve rarely posted any topical content. I could only find these three:

• Pride month 

• The Beauty Co. as the ideal gift for Raksha Bandhan 

• Hair Care routine for gorgeous hair for Diwali.

That’s all for The Beauty Co.’s Instagram handle. They’re doing great things by picking up unique topics. 

Thank you for reading so far! If you’re enjoying it, share it with someone who’d too.

If I were to handle their Instagram account, here’s what I would do:

• Increase Creator & Influencer Collaborations

Connect with influencers and creators in the beauty industry to increase visibility and reach a wider interested audience. 

• Organize polls, contests, Live sessions and challenges to interact with customers and create a sense of community.

• Share more behind the scenes, reels with team members, tests and experiments to strengthen credibility and build product integrity.

• Include seasonal sales and gifting options like The Body Shop India does.

While strategies may shift, the constant focus should be on connecting and humanizing the audience. That's why I'll focus on these aspects to make it more than just a brand page—make it more human.

What do you think? Let me know how you would approach it if you were to manage their socials.