Beauty brand KIKI World is taking a democratic approach to product development and design, letting customers vote on upcoming launches. It comes as consumers are increasingly using make-up as a conduit for experimentation and identity, and people increasingly value a sense of insider status.

Every major social media channel has at least one problem that threatens to drive users away, whether it’s questionable data collection practices or a toxic virtual atmosphere. As people begin to question the value of mainstream platforms, where are they finding a sense of connectedness online?

People’s frustration with the homogeneity and toxicity of legacy social media platforms have them seeking out more niche online micro-communities. Live-streaming app NEWNESS acts as a gamified safe space for beauty lovers to authentically connect and collaborate in a digital world.

Glossier and Lego may be worlds apart in terms of product lines, but both boast vibrant online communities where fans share tips and suggestions with like-minded individuals. How can other brands foster a similar level of digital engagement? And how can these groups evolve beyond mere discussion?