In today’s beauty economy, what’s inside the bottle is only part of the story. Equally important is how that bottle gets into your cart and, more crucially, why.

In the wake of the pandemic, the beauty landscape has undergone a profound shift. Consumer discovery, once grounded in glossy counters and magazine ads, is now driven by digital connection. Modern beauty buyers are informed, intentional, and increasingly immune to traditional advertising.

The influencers they trust are no longer exclusively celebrities; they are real people, sharing real stories, on the platforms where they spend their time. And rather than chasing the next viral moment, smart brands are building credibility through consistency and community.

One brand embracing this shift is Boost Lab – a skincare company born in Australia, with deep ties to New Zealand. Known for its range of targeted serums, Boost Lab has carved out a niche by focusing on what matters most to its customers: effectiveness, simplicity, and a genuine dialogue between brand and buyer.

Measured approach

While many beauty brands are sprinting after TikTok trends and influencer flash, Boost Lab has taken a more measured, and arguably more sustainable, approach. Its success offers a fascinating lens on how digitally native brands are rewriting the rules of skincare marketing.

Launched by retail veterans Lisa and Craig Schweighoffer, Boost Lab was created with a clear goal: to provide high-performance, affordable skincare that speaks directly to women navigating midlife and beyond.

While the brand is headquartered in Sydney, many of Boost Lab’s hero products – its single-focus serums – are developed and manufactured in New Zealand, giving the brand a uniquely trans-Tasman identity.

That approach has paid off. Boost Lab has built a loyal following among women aged 45+, a demographic often overlooked in the age of Gen Z-driven beauty marketing. These women aren’t chasing fads. They’re seeking skincare that fits into their lives, works with their skin, and respects their intelligence. And they’re not discovering it in the pages of glossy magazines – they’re finding it online.

For Boost Lab, digital was never just a sales channel, it was a way to build community from the ground up.

The brand’s strategy from the outset was to meet its customer where they already spends time: online, but not necessarily on trend-focused platforms like TikTok. Instead, Boost Lab invested heavily in platforms like Facebook and email – channels where its core audience feels confident, heard, and engaged.

Constant conversation

Co-founder Lisa Schweighoffer describes their strategy as a constant conversation.

“We’re not here to push product,” she says. “We’re here to listen, learn and build something useful and relevant. When you create those spaces online, people show up, and they stick around.”

This philosophy led to the creation of Boost Lab’s private Facebook group – a digital space that attracted thousands of members within its first 24 hours. More than just a marketing tool, the group has become a vital source of customer insight and brand direction. Members share personal skincare journeys, offer feedback on packaging and formulas, and support each other in ways that feel more like a community than a comment section.

“It’s not just about promotion,” Lisa adds. “We use the group to test ideas, gather insights, and really listen to what our customers are asking for. It’s become a core part of our product development process.”

Relatability is key

Boost Lab’s commitment to relatability has become one of its greatest strengths, which was clear in its campaign with New Zealand media personality Jay-Jay Feeney. Feeney shared her unfiltered skin journey with her followers – a move that resonated powerfully with Boost Lab’s target audience.

“The success of the partnership was a reminder that relatability beats perfection,” Lisa notes. “Jay-Jay is an absolute force and what really stood out was the trust her audience places in her… she has a way of sharing that feels honest, relatable, and real.”

User-generated content (UGC), peer reviews, and ambassador campaigns have all become pillars of the brand ecosystem. And with the lines between content, commerce, and community continuing to blur, this human-first approach is proving to be more than just a trend – it’s a competitive advantage.

The rise of “real” beauty content reflects broader shifts in consumer behaviour. Rather than relying on in-store advice, today’s skincare shopper arrives at the shelf having already watched a tutorial, read a review, and chatted with others online. The path to purchase now spans screens and stores, and brands that integrate their storytelling across both are the ones capturing attention.

Despite their digital-first model, Boost Lab isn’t anti-retail. In fact, their retail partnerships, particularly with New Zealand stalwart Farmers – are central to their strategy.

“What’s been surprising is how well DTC and retail work together,” Lisa says. “Some customers discover us online and choose to buy in-store. Others spot us at Farmers and then visit our website to learn more or join our community. The key is making sure our messaging and tone are consistent, no matter where she finds us.”

Online/offline interplay

This interplay between online and offline is becoming increasingly important. Today’s beauty buyers don’t follow a linear path. They bounce between content and commerce, influenced by what they see, hear, and feel across multiple platforms. That means creating an ecosystem where every touchpoint – from a Facebook ad to a Farmers counter – reinforces the same story.

The brand’s future plans reflect its continued focus on meeting the needs of its community. The brand is currently expanding into new international markets, while also working on product innovation – including a line of skincare designed specifically for menopausal skin, a category historically underrepresented in mainstream beauty.

The brand is possibly a glimpse of what the future of beauty looks like: audience-first, and anchored in trust.