Imagine a world where consumers are so devoted to a brand that they permanently ink its logo on their skin. Sounds extreme, right? But it’s happening, and it’s a powerful testament to the transformative power of community-driven branding. At the 2025 WWD L.A. Beauty Forum, industry leaders gathered to discuss this very phenomenon, revealing how brands like Cocokind, Noyz, and NYX Professional Makeup are redefining customer loyalty by fostering deep, emotional connections.
Here’s where it gets fascinating: During a panel moderated by WWD’s senior beauty editor Kathryn Hopkins, Cocokind founder Priscilla Tsai shared a jaw-dropping story. On a brand trip to Miami, six out of eight customers spontaneously got tattoos of a coconut tree and the word ‘kind’—a symbol of their unwavering devotion to the brand. This wasn’t just a marketing stunt; it was a raw display of the community Tsai has meticulously built. “I’d rather have 1,000 customers who are obsessed with us than a million who just kind of like us,” she explained. Tsai’s hands-on approach, including fronting Cocokind’s ‘edutaining’ TikTok content (with over 172,000 followers), underscores her commitment to authenticity and engagement.
But here’s where it gets controversial: Is this level of brand loyalty sustainable, or does it risk crossing into cult-like territory? Noyz CEO Malena Higuera argues that treating customers as stakeholders is key. From hosting exclusive brand trips to allowing customer takeovers on Snapchat, Noyz prioritizes genuine interaction. “Engagement is the one thing you can’t buy,” Higuera emphasized. For instance, after noticing their target market on Snap, Noyz gained 100,000 followers in just four weeks by simply being present and responsive. They even conduct one-on-one calls with customers for feedback, proving that meaningful connections trump viral moments.
NYX Professional Makeup takes a slightly different approach, leveraging community insights to drive virality. When fans noticed ‘Love Island’ star Olandria Carthen using NYX lip products, the brand swiftly collaborated with her and fellow star Nic Vansteenberghe. “Gen Z craves connection,” explained Arnaud Kerviche, NYX’s SVP of global brand and innovation. “When they feel seen, they connect deeply.” And this is the part most people miss: Virality isn’t the goal—it’s a byproduct of genuinely listening to your community.
For Tsai, DMs and comment sections are sacred spaces for building relationships, while Higuera highlights the impact of Instagram broadcast channels and live events. “Six months ago, we hosted 16 events in 45 days with just six team members, meeting 6,000 people,” Higuera recalled. “It was exhausting but invaluable.”
Here’s the burning question: As brands increasingly blur the line between customer and community member, are we witnessing the future of marketing—or a potential overstep into consumers’ personal lives? Let’s debate this in the comments. After all, in a world where tattoos become the ultimate loyalty badge, where do we draw the line between brand love and brand obsession?
