The consumer has always been the king in theory. Today, however, it is more true than ever, in practice. From lucrative discounts and modestly-priced kits to informative events, masterclasses and a whole nexus of digital communication through social media channels, there’s a plethora of efforts undertaken by brands to make them relevant, relatable, and reliable. How do brands manage to do all of this successfully? Through a community. This is why, it doesn’t come as a surprise that brands, especially beauty brands that rely heavily on experiential marketing, invest prolifically in community-building.