How Clean Beauty Brands Can Market Themselves During Earth Month

Earth Month is a time for people around the world to unite and celebrate the planet. It’s also an opportunity for clean beauty brands to promote a commitment to sustainability and attract new customers.

Using Social Media

Clean beauty brands can leverage social media for effective promotion during Earth Month. Campaigns highlighting eco-friendly practices such as sustainable ingredients, recyclable packaging, and environmental causes are key. User-generated content from customers can depict them using these clean beauty products with sustainability in mind. Pictures and videos of other customers using and enjoying the products help create a sense of community that builds brand loyalty.

Collaborating with Environmental Organizations

Earth Month is an ideal opportunity for clean makeup brands to collaborate with environmental organizations. This could include donating profits to a cause or sponsoring an Earth Day event. Companies can also take part in beach clean-ups and other activities. By partnering with such organizations, brands can show a commitment to sustainability and inspire customers to help the environment.

Promoting Sustainable Practices

During Earth Month, clean beauty brands can promote sustainable practices such as using renewable energy and reducing waste. Companies can also discuss the ingredients sourced from sustainable farms, and share sustainability reports or eco-friendly certifications received. Further, brands can educate customers about the supply chain, e.g. which farms and cooperatives the brand sources ingredients from – to present the products as a more conscious choice.

Highlighting Natural Ingredients

Clean beauty brands can also promote the natural ingredients used in products and the advantages associated with them. These advantages can include things like healing properties and skin nourishment. Earth Month is also a chance for brands to inform customers about the sourcing of ingredients, such as organic farming or wildcrafting. By highlighting the natural ingredients used in products, companies demonstrate a commitment to sustainability.

Offering Limited Edition Products

For Earth Month, brands can introduce limited-edition products to celebrate the planet. These clean beauty products should be made with eco-friendly ingredients and packaging or support environmental causes. Offering these limited-edition items could help drive customers’ urgency in buying and create buzz around the brand. Campaigns can promote these special products on social media or email marketing campaigns to attract more customers.

Hosting Earth Month Events

Clean makeup brands can mark Earth Month by hosting events, such as talks and webinars, focusing on sustainability topics like waste reduction and natural ingredients. Influencers and environmental experts can be invited to share insights on the subject. Through these activities, brands will show a commitment to sustainability and foster a sense of community around the brand. Companies can also use the platform to boost engagement with followers and customers.

Co-Marketing between Fashion and Beauty Brands

To succeed in the competitive marketplace, brands need creative marketing strategies. Brand collaborations with complementary brands can be an effective approach. A partnership between a fashion brand and beauty brand can promote both companies simultaneously. 

Overlapping Industries and Benefits

Fashion and beauty industries often intersect, appealing to similar consumers. This synergy presents an opening for brands in both sectors to collaborate to expand reach. A collaboration between fashion and beauty brands can provide several advantages.

A partnership between two brands can lead to tapping into each other’s customer base. For instance, a fashion brand collab with a beauty brand allows both access to the other’s customers resulting in increased sales for both parties.

Brand collaborations can help two companies distinguish themselves in a crowded marketplace. The fashion and beauty industry is very competitive, making it difficult to stand out. However, by teaming up, they can create an exclusive product that sets them apart from others.

A co-marketing effort can help companies create new products that combine their strengths. For example, a fashion brand and a beauty brand could team up to create a makeup line that complements the clothing. This partnership can benefit both companies by leveraging their expertise to make something exciting and innovative.

Successful Co-Marketing Examples

Victoria Beckham and Estée Lauder’s collaboration resulted in a successful limited-edition makeup collection. Inspired by Victoria Beckham’s signature look, the collection was well-received by consumers and beauty influencers alike, earning positive reviews. This is one example of a successful brand collaboration between a fashion and beauty brand.

Skims and Fendi recently collaborated to create a limited-edition collection of clothing inspired by Skims shapewear. The collection featured products that expanded into swimwear and was sold exclusively on the Skims website. Through social media and influencer marketing, the brand collab was successful and sold out.

Developing Successful Co-Marketing Efforts

Fashion and beauty brands often collaborate to create successful brand partnerships. The first step is to find a beauty brand that matches the fashion brand’s aesthetic and values. The two companies should have similar target audiences and brand identities to reach an overlapping audience. Once potential partners are identified, defining the partnership involves determining the scope, goals, and timeline for collaboration.

The fashion and beauty brands could create something new and exciting by leveraging each other’s strengths. The fashion brand can provide inspiration, while the beauty brand can contribute expertise in creating products. Effective promotion is essential once the collaborative effort has started. This includes using social media or influencer marketing, as well as investing in other marketing channels to reach a broader audience.

In conclusion, brand collaborations between fashion and beauty brands can be a successful marketing strategy. These partnerships allow companies to tap into each other’s customer base, create exclusive products, and leverage the strengths of each to make something innovative. By working together, brands can expand their reach and stand out in a crowded marketplace.

What Beauty Brands Can Learn From Morphe

Anyone even tangentially familiar with the beauty and makeup industry has heard of Morphe before. The brand was founded back in 2008, by siblings Linda and Chris Tawil, as a brand that was created for the creators, and quickly became a well-known brand with consumers all over the globe. In the beginning, the company was mostly known for its amazing makeup brushes that came with very affordable prices for the consumers, however, the brand developed into a full-on makeup brand creating eyeshadow palettes and other beauty and makeup products for consumers in just a few short years. Morphe achieved all of that by utilizing the right marketing choices, with one of the most important ones being partnering with social media influencers and relevant YouTubers on marketing campaigns that helped reach the company’s target audience. Today, however, Morphe is a subject of controversy after suddenly closing all of its brick-and-mortar stores in the U.S. without adequately warning its employees. 


Back when Morphe was first established, the beauty and makeup industry wasn’t as big as it is today. In fact, according to research, the industry was worth nearly $600 billion in 2019 alone, and dozens of new makeup and beauty brands are emerging each day. However, Morphe’s operational strategy is largely responsible for the industry’s rapid growth.One of the biggest reasons for the brand’s massive success was its understanding of the power that social media and influencers have on the public’s purchasing decisions; even though the strategy wasn’t as popular at the time, Morphe had the foresight to invest in influencer marketing.That was a time when most people didn’t know that social media platforms had so much power, and were even less aware that they could effectively commercialize that power in a way that generates positive results.

New Move and Backlash

Morphe managed to quickly realize the power that influencers and social media platforms have over purchasing decisions with many different consumers, which is how the company managed to grow to be worth over $2 billion. The way that Morphe managed to set itself apart from its competitors, and reach so many consumers, is by investing in partnerships and collaborations with beauty influencers, YouTubers, and bloggers. However, the popular makeup brand confirmed earlier this year that it would be shutting down all of the stores it has across the US, and did so through a tweet. This new move from the brand ended up shocking both customers and employees. Back in December, some of the employees took to TikTok and began speculating about this as they noted a lack of new inventory being delivered to stores. The decision was faced with backlash after the brand had been facing public criticism for a longer period of time, as consumers all over the world started reassessing some of its strategies and top collaborators.

Controversy and Lessons Learned

Beginning in late December, Morphe began quietly closing its retail doors after suspiciously high discounts were offered to customers. By January 5th, Morphe officially announced its decision to close all U.S. locations on Twitter – a statement that was met with the popular hashtag, #justiceformorpheretailemployees, after several Morphe employees reported having as little as one day of notice prior to termination. Morphe’s fall from grace has been a shock to the industry and is a striking example of how a crisis should not be handled. If a brand can learn anything from Morphe, it would be to embrace transparency. Being transparent with both your audience and your staff will protect your brand’s integrity, and will help avoid potential backlash. Furthermore, aside from its initial statement confirming the closures, Morphe has been silent on the swirling employment controversy; by not acknowledging the problem at hand, Morphe further aggravates the public outrage and adds additional damage to its image and integrity. When a problem does arise, brands need to take responsibility for their missteps and make it right.