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10 Fashion & Beauty Brands Winning with Content Marketing

Today, 30% of beauty purchases and 27% of apparel sales are being made online. Plus, it’s easier than ever to open your own online store.

But where there’s growth and a low barrier to entry, there’s competition.

The differentiator between fashion and beauty brands that ride the wave of market growth and those that fall behind will be how well they use content marketing.

In this article, we’ll look at ten apparel, accessories, makeup, and skincare brands that are winning with content marketing on their blogs.

Why Your Ecommerce Business Needs a Blog

People are more than twice as likelyto buy from a brand after reading a piece of educational content on their blog.

An advantage like that is just what a small ecommerce business needs to take on larger brands. Not to mention, blog content is a really good way to drive inexpensive traffic from social media and convert those visitors to email subscribers.

But here’s the thing (there’s always a thing): There are around 500 million blogs on the internet in 2019. (Compare that to just 23 in 1999!)

The bottom line is that blogs offer growing businesses in the fitness & wellness industry a lever to grow brand awareness and win against larger competitors. But those blogs need to be good to cut through the clutter.

What Makes a Blog Good (Or, Even Better, Great)?

If there’s anything we know, it’s blogging. Hundreds of small businesses use the Matcha platform to increase traffic, leads, and sales with their blogs. In our experience working with these companies, we’ve found four onsite characteristics that can make or break a blog’s performance.

  1. Usability: Can readers find the blog on your website? Is it easy to navigate and find relevant content?
  2. Design: Is the layout attractive? Does the aesthetic match your brand? Does the design consider the user?
  3. Content: Is there fresh content added regularly? Are the posts helpful and written with empathy for the reader? Or are they salesy and too product-focused? Is there content for each phase of the buyer’s journey? For each persona?
  4. Conversion: Once a reader is in the blog, how will they be converted to a lead? Then converted to a customer?

Of course, showing is better than telling. We’ve gathered 10 blogs from fashion and beauty brands that are crushing one, if not all, of these characteristics. Whether you’re launching a new blog or giving yours a tune-up, these ecommerce businesses’ blogs will surely spark some ideas.

So…scroll on, get inspired, and start blogging.

1. Glossier

Beauty blog turned seller of makeup and skincare products

We especially love the…

focus on building an audience

Glossier founder Emily Weiss launched her beauty blog, Into the Gloss, in 2010. It quickly rose to popularity, garnering over a million views each month. Only then did she choose to offer products. Now, thousands of people are on waitlists to buy them, and Glossier is worth $1 billion.

The lesson? Use your blog to build an audience of like-minded people — even if you don’t have a product for them quite yet. You can decide how to leverage that audience when you’re ready.

And if you do have a product, Into the Gloss is proof that not all of your marketing should be about what you sell. It should also be about connecting with your audience and being a trusted resource for topics they care about.

2 Grateful Body

Supplier of all-natural skin care products with zero toxins

We especially love the…

multimedia blog

It stands to reason that a beauty blog should be, well, beautiful.

Visitors to Grateful Body’s blog are treated to stunning photography and videography. Not just the typical product or model shots, but images of stunning settings that speak to their audience’s love for living more natural, healthy lives.

And they don’t stop with photos, stories, and educational articles. They also feature short videos answering common beauty questions — like, what does moisturizing actually do?

3. Knockaround

Makers of classically styled, affordable sunglasses

We especially love the…

aspirational lifestyle content

The sunglasses market is competitive. And in a world where shoppers can hop on Amazon and find tens of thousands of pairs at any price point, it takes more than just a good product to stand out.

What does it mean to put on a pair of sunglasses?

To Knockaround’s customers, it means summertime: cooking out, road tripping, or hitting the trail. So Knockaround has built a blog that exudes these good-time vibes. Not only is their content useful, interesting, and entertaining, it also communicates that “people who are into this buy products like these.”

In short — it helps put the lifestyle in lifestyle brand.

4. Rothy’s

Sellers of ballet flats handmade from recycled materials

We especially love the…

emphasis on their brand values

Rothy’s shoes are remarkable for two reasons. One, they’re made from recycled plastic water bottles. And two, they’re machine washable — so not only do they never smell bad, they also last longer and create less waste.

Rothy’s are built to be sustainable, so it’s no surprise that the brand emphasizes sustainability in their marketing.

They even have an entire section of their blog dedicated to sustainability. They share tips for minimizing your environmental impact alongside stories of activists making a change. The consistency in their point of view goes a long way toward building trust and proving that their mission goes beyond just selling products.

5. DuFrane Watches

Maker of luxury mechanical watches inspired by the Austin, TX vibe

We especially love the…

value offered in their popup

DuFrane watches blog with content-powered popup screenshot
DuFrane Watches blog

People visit your blog because you’ve offered something of value. Continue that good rapport by offering something even more valuable in exchange for their email address. That way, you can grow your email list while building trust with your audience.

DuFrane Watches does this really well. They publish blog content that speaks directly to their target audience — the whiskey-drinking, adventure-loving, rugged yet sophisticated gentleman. And to convert those readers into email subscribers who they can continue marketing to, the DuFrane team uses a content-powered popup to offer a valuable resource that dives even deeper into their audience’s interests.

6. Birchbox

Monthly subscription service for beauty and skincare products

We especially love the…

topical articles

Knowing what your customers are talking about is a critical step in publishing content that drives traffic and conversions. It helps win trending terms on search engines and leads to content that gets noticed and shared on social media.

Birchbox crushes this in their blog, which takes the form of an online magazine. They write about timely topics and trends, like the hygge lifestyle, side hustles, and the Marie Kondo method of organization — things people care about right now.

7. Beardbrand

Producer of men’s grooming products with a witty brand and love of all things beard

We especially love the…

impeccable branding

Is my content serving my audience?

Is it consistent with my brand’s point of view?

You should ask these questions every time you decide to post something to your blog. Beardbrand has become a success story for how to use content, in large part because they never falter from their cause and point of view. And while a lot of their content is focused on men’s grooming, not all of it is. They also publish blog content about their target audience’s interests, from style to travel.

8. H&M

Seller of men’s, women’s, and kids’ fashion clothing and accessories

We especially love the…

professional online publication

H&M publishes a full-blown fashion and beauty magazine that would rival anything found on your local newsstand. They call it “a world of inspiration.” I call it really good marketing.

It covers just about every topic in the realm beauty and fashion, from makeup tips to emerging trends and celebrity style. And while they certainly include their own products, they know that talking about yourself too much is not a good look…even in the world of marketing.

9. Outdoor Voices

Apparel brand that offers clothing designed for “doing things” every day

We especially love the…

evocative photography

The Recreationalist Outdoor Voices blog screenshot
The Recreationalist from Outdoor Voices

An audience-first philosophy isn’t just for content. It can extend to how you design your blog as well.

Outdoor Voices sells clothing for #DoingThings: yoga, travel, swimming, hiking, and just plain ol’ existing. They proudly declare on their homepage, “Let’s let go of our expectations, rules, shoulds and should nots. Let’s have fun, be free, make discoveries, make friends, and make progress.”

Their blog, brilliantly branded as The Recreationalist, reflects this attitude. It’s full of quirky, colorful photography that makes you want to…well, do things. Their articles profile inspiring people and adventures, and they include their products only when it makes sense (like here).

10. Revelry

Direct-to-consumer maker of bridal gowns and bridesmaid dresses, offering at-home try-ons for stress-free shopping

We especially love the…

photos and stories featuring real customers

You know the movie 27 Dresses? The one where Katherine Heigl’s character is always the bridesmaid, never the bride and she has a closet literally stuffed full of hideous bridesmaid dresses? Unfortunately, that’s hardly an exaggeration for a lot of women.

Revelry is here to change that. They’re on a mission to make buying wedding gowns and bridesmaid dresses simple, affordable, and fun. And they use their blog to support this mission in a really interesting way.

Instead of relying on stock photography and stuffy bridal photos, the Revelry blog features real customers and real stories that celebrate love and friendship in all its forms. It’s not just about looking good on your wedding day — it’s about making the entire experience (yes, including planning!) memorable and fun.


As the fashion and beauty industries continue to expand, direct-to-consumer brands have endless opportunities for growth. But as the market grows more and more competitive, you need more than just great products to stand out.

That’s where your blog comes in — but blogs are only as good as the results they give you. For small businesses, that means more website visitors and higher conversion rates.

Even the most beautiful blog with the best content will fall flat if you’re not using it strategically.

Yes, you need to publish high-quality content. But it doesn’t end there. You also need a plan for distributing that content to the right people and measuring your success so you can continue to improve.

This guide will walk you through everything direct-to-consumer brands need to know about winning with an ecommerce blog.

Feature image provided by Emily Sierra Photography for Matcha Images/Knockaround

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