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  • The internet has helped people create new beauty tribes
  • The internet has helped people create new beauty tribes
    How to be a Redhead (2014) ©
CASE STUDY

How to be a Redhead: a powerful beauty tribe

Supportive online beauty communities like How to be a Redhead are changing how young women see themselves and the products they buy. With over 100,000 followers and major brands queuing up for the 'Redhead Friendly' rating, could this be the most successful beauty tribe of all?

Location Global

Scope
Positive, diverse and rich in content, online beauty communities are transforming the way young women think about the way they look – and the products they spend their money on. With a supportive community available for almost every unique identity, beauty tribes are forming around promoting positive self-image and sharing knowledge – and they’re dominating the beauty conversation online in a way that major brands can’t.

How to be a Redhead, the passion project of American sisters Stephanie and Adrienne Vendetti, is a blog and lifestyle brand whose mission statement is to “make redheads everywhere feel beautiful.” With ...

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