Social Commerce and the Metaverse—How Beauty Brands Can Win the Next Generation of Shoppers

The convergence of social commerce and the metaverse is redefining how beauty brands engage, inspire, and convert the next generation of shoppers. For brands like Buxom, the opportunity lies in blending shoppable social platforms, creator-driven content, and immersive digital experiences to reach Gen Z and Millennial consumers where they are most active—online, social, and increasingly, in virtual worlds. As the lines between entertainment, community, and commerce blur, beauty brands that embrace this intersection are poised to win loyalty, drive sales, and future-proof their business.

The New Social Commerce Landscape

Social commerce has rapidly evolved from simple product tagging to a dynamic ecosystem where discovery, engagement, and purchase happen seamlessly within social platforms. Platforms like Instagram, TikTok, and Pinterest have become digital storefronts, enabling users to shop directly from posts, stories, and livestreams. The rise of shoppable livestreams, influencer partnerships, and creator-led content has transformed the way beauty products are discovered and purchased, making the path to purchase more interactive and entertaining than ever before.

Research shows that Gen Z and Millennials are not only comfortable shopping online—they expect brands to meet them in the digital spaces they frequent. These consumers are motivated by convenience, entertainment, and the ability to discover new products through trusted voices, such as influencers and creators. Social commerce is no longer a trend; it’s a fundamental shift in how beauty brands must operate to remain relevant and competitive.

The Metaverse: The Next Frontier for Beauty Engagement

The metaverse—encompassing virtual worlds, augmented reality, and immersive digital experiences—offers beauty brands a new canvas for creativity and connection. For Gen Z, who have grown up with gaming, digital avatars, and online communities, the metaverse is a natural extension of their social lives. Beauty brands that activate in these spaces can create memorable, shareable experiences that go beyond traditional marketing.

Buxom’s Plumpverse activation is a leading example of how a beauty brand can leverage the metaverse to amplify brand values and foster deeper relationships with fans. By creating a virtual world populated with brand avatars, exclusive events, and personalized experiences, Buxom was able to celebrate its core values—fun, inclusivity, and self-expression—while engaging both loyal fans and new audiences. Monthly activations tied to cultural moments (like Galentine’s Day, Pride Month, and Metaverse Fashion Week) kept the experience fresh and relevant, encouraging repeat engagement and community participation.

Best Practices: Integrating Social Commerce and Metaverse Strategies

To succeed at the intersection of social commerce and the metaverse, beauty brands should consider the following best practices:

  1. Make Creators Your Digital Storefronts
    Creators and influencers are the new face of beauty retail. Their ability to authentically showcase products, host shoppable livestreams, and create viral content drives both discovery and conversion. Partnering with creators who align with your brand values and empower self-expression can turn their social channels into powerful digital storefronts. Brands should provide creators with the tools and assets to create immersive, shoppable content—whether that’s AR try-ons, exclusive product drops, or virtual events.
  2. Build Immersive, Personalized Experiences
    The metaverse allows for a level of personalization and interactivity that traditional e-commerce cannot match. Brands should design virtual experiences that reflect their unique identity and invite users to participate—whether it’s customizing avatars, attending virtual events, or unlocking exclusive rewards. Agile content updates, as seen in Buxom’s Plumpverse, keep the experience dynamic and encourage ongoing engagement.
  3. Connect Social and Metaverse Touchpoints
    A seamless journey between social platforms and metaverse activations is key. Use social channels to tease and promote virtual events, drive traffic to digital experiences, and reward participation with exclusive offers or digital collectibles. Integrate shoppable links, AR filters, and interactive content to bridge the gap between discovery and purchase.
  4. Prioritize Entertainment and Community
    Gen Z and Millennials crave entertainment and community-driven experiences. Brands that succeed in this space focus on surprise, delight, and meaningful interaction—not just transactional KPIs. By linking activations to cultural moments and fostering a sense of belonging, brands can build lasting loyalty and advocacy.
  5. Embrace Data, Privacy, and Personalization
    As social commerce and metaverse experiences generate rich data, brands must balance personalization with privacy. Leveraging first-party data and digital identity solutions enables brands to deliver tailored experiences while respecting consumer trust and regulatory requirements.

The Road Ahead: Future-Proofing Beauty Commerce

The fusion of social commerce and the metaverse is still in its early stages, but the momentum is undeniable. Beauty brands that experiment, learn, and iterate in these spaces will be best positioned to capture the attention—and wallets—of the next generation. The key is to approach these channels not as isolated campaigns, but as interconnected ecosystems that blend entertainment, community, and commerce.

As platforms continue to innovate and consumer expectations evolve, the most successful beauty brands will be those that:

By embracing the convergence of social commerce and the metaverse, beauty brands can unlock new avenues for growth, deepen customer relationships, and set the standard for digital engagement in the years to come.