Can LinkedIn be turned into a social channel for beauty brands? Vegamour thinks so

"The hair serum brand is betting that LinkedIn isn't just for résumés and job posts, but the next growth channel for beauty marketing. Beauty has conquered TikTok, Instagram and YouTube. But what happens when a beauty brand makes a serious move on LinkedIn? Vegamour, a biotech-powered hair wellness company, is testing that very idea. The brand has appointed its first-ever chief LinkedIn advisor, Iryna Kremin, and launched a creator-led campaign that positions the platform as fertile ground for beauty storytelling, credibility and community."

"At first glance, beauty and LinkedIn don't seem like natural companions. The platform is built on résumés, not routines. But the numbers point in another direction: two-thirds of users say they trust LinkedIn, weekly comments have reached 45m and video views are up 36% year on year. The audience also skews affluent, with more than 70% in management roles and over half earning six figures."

"By installing a chief LinkedIn advisor, a newly created role, Vegamour is suggesting that beauty doesn't stop when the workday starts. The campaign connects hair, career and energy longevity in the same conversation. "People don't completely separate work from personal," the company said. "Longevity is more than just hair. It's career longevity, energy longevity, confidence that lasts." The campaign draws on workplace culture, with smartphone-shot, Slack- and Zoom-inspired videos chronicling Vegamour's search for a chief LinkedIn advisor. A roster of creators, including community-builder Lara Acosta and marketing voice Lia Haberman, weigh in on prompts such as 'What wins on LinkedIn?'"

Vegamour is testing LinkedIn as a growth channel by hiring a chief LinkedIn advisor and running a creator-led campaign that reframes the platform for beauty storytelling. The strategy links hair care to career and energy longevity, arguing that professional and personal lives overlap. LinkedIn's trust metrics and rising engagement underpin the move, with two-thirds of users expressing trust, 45 million weekly comments, and video views up 36% year-on-year. The campaign uses workplace-style short videos and a roster of creators to build credibility, community, and a narrative of lasting confidence and career longevity.

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