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Beauty communities are taking off across both sides of the pond. Participation-driven sites like Sephora’s Beauty Board and Into the Gloss show a rising interest in discussing personal beauty routines as well as purchasing beauty products. A read through the comments shows that consumers like to express their knowledge about layering and combining a unique set of products. For brands, it’s becoming obvious that consumers are no longer loyal to one Beauty name, but like to mix and match based on their needs.

In February 2016, Time harnessed the appetite for a more personal approach to beauty content and built mobile-first U.K.-based content hub/personalization engine/e-commerce site Powder. User are encouraged to log in and respond to a series of questions and directed to a series of products based on their answers. Responses are saved and users can save products to their ‘Beauty Drawer’ and data from results is used to curate each user’s content feed and marketing emails. The result is personalized marketing, where users are targeted based on their skin type and preferences rather than at random.

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Beauty brands are also investing more in personalization. L2’s 2016 Digital IQ Index: Beauty U.K. finds that 56% of skin care brands and 30% of colour cosmetics brands have placed diagnostic quizzes on their brand site. And more brands are recommending complete routines over single products. However, multibrand recommendation engines like Powder help brands target users who have not yet visited the brand site. Therefore, brands should invest in these sites and look at them as extensions of their own personalization tools.

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