Crafting 5-star social media marketing strategies for beauty and wellness brands – from the experts

The wellness industry is driven by trust, authenticity, and connection — all of which are amplified through effective social media strategies.

However, social media can often feel like a double-edged sword for brands. With platforms constantly changing and organic reach unpredictable, it’s easy for authentic messages to get lost in a sea of sponsored posts and glossy influencer campaigns.

Despite these hurdles, social media remains a powerful tool when harnessed with intention and strategy, and this post breaks down how three thriving brands cracked the code to mastering their online presence.

During an Innergize 2024 panel session titled "Social Media Mastery - Crafting 5-Star Marketing Strategies", three industry leaders shared their secrets to driving growth, building trust, and scaling visibility with a social-first approach.

The experts:

Adam Arnette, Chief Growth Officer, Removery

Based in Austin, Texas, Removery is the world’s tattoo removal experts with 150 locations across the US, Australia, and Canada. Arnette focuses on driving growth through innovative social-first strategies.

Jonathan Millet, CEO & Co-Founder, Townhouse

Townhouse is the world’s largest luxury nail salon chain with 40 locations across the UK and a growing presence in the US. Millet emphasizes the power of user-generated content and organic social media to drive brand growth.

Samael Tejada, CEO & Founder, Liquivida

Liquivida, beginning in 2013 as a concept in a medical office, has since grown into a nationwide wellness franchise. Founder Sam has gained recognition as an entrepreneur and visionary leader redefining health and wellness. He focuses on building trust and authenticity through storytelling and localized marketing.

Here are five actionable tips any wellness entrepreneur can use right now to harness social media for business growth — straight from the experts. 

People trust people, and that's exactly why user-generated content (UGC) is so powerful. All three leaders emphasized the value of real, authentic customer stories to establish trust and credibility, and help brands cut through the noise.

Jonathan Millet, CEO of luxury nail salon chain Townhouse, highlighted the brand’s focus on organic UGC, explaining why they steer away from traditional, overly polished campaigns.

 “Social is at the heart of everything we do,” he explained. “We are primarily focused on user-generated content, and that’s where the organic authenticity comes from.”

This strategy works because it showcases real experiences, breaking the barrier between business and customer. Wellness brands can fuel trust and curiosity by inviting happy clients to share their results, and putting those stories front and center online.

While mega-influencers boast vast audiences, their reach often comes at a cost — and does not always deliver the super-targeted engagement brands are looking for. Instead, both Millet and Tejada recommend focusing on local and micro-influencers, who hold more sway within specific communities. 

Tejada prefers working with recognizable, community-centered figures to build awareness for Liquivida’s wellness services — think those with 1200 followers, rather than 120,000. “High-profile influencers are good for social proof, but they don’t necessarily bring people through the door,” he explained.

This grassroots approach is easy to adopt — even on a modest budget. Wellness brands can seek partnerships with community leaders, niche creators, and respected micro-influencers, trading services for exposure and authenticity. 

Millet outlined a successful way Townhouse leverages these partnerships. “We build a small group of what we call ‘ambassadors’. Again, unpaid, but people who are keen on the brand, are willing to engage, and have a substantial following. We get them in on a regular basis."

He also emphasized that building strong influencer relationships based on trust and mutual value leads to exponential growth over time. 

Social media isn’t just about acquiring customers; it’s an opportunity to keep them engaged long after their purchase or visit. Liquivida’s “VITA Journey” approach is a standout example of transforming a single transaction into an ongoing relationship. 

Samael Tejada explained Liquivida’s strategy, where storytelling takes center stage. “We created the ‘VITA Journey’ with five pillars — wellness, aesthetics, regenerative medicine, sexual health, and weight loss. It’s about showcasing a lifestyle, not just a service.”

By focusing on holistic wellness rather than individual offerings, Liquivida keeps its brand top-of-mind for customers who are looking for a complete wellness experience and attracts those seeking long-term results. It's a smart move, as data shows that 42% of beauty and wellness guests who visit more than once a year contribute 80% of sales.

Similarly, Townhouse CEO Jonathan Millet noted how in-salon teams are crucial to their social efforts. “The best-performing posts are actually not the ones where we've got a celebrity coming in or some big brand. They are from our team showcasing their authentic excitement and the in-store experience."

Social-first growth doesn’t always mean organic-only. All three leaders shared how carefully balancing paid promotion with organic strategies has accelerated their reach and engagement. 

Removery CEO Adam Arnette detailed how the brand leverages cultural trends and data as key drivers for paid campaigns. He cited a specific instance where an Instagram video about wedding tattoo removal lucked into national coverage.

“We saw a video of someone talking about how their tattoo would look in their wedding dress. Our team then created a “Getting rid of this tattoo before my wedding” POV video showing a tattoo being removed. It went viral with over 2 million views, and Newsweek picked it up for a national article.", explained Arnette.

At Townhouse, Millet uses performance data to pick which posts to amplify through paid promotions. “Once we see content from local influencers, we cherry-pick the most engaging material to promote.”

Tejada echoed this strategy, incorporating targeted campaigns into Liquivida’s growth plan. As a team that is “big into data”, Tejada shared an example of a successful hyperlocal guerrilla tactic: Liquivida partnered with a local pastor and filmed him using one of their services. They then geofenced the church during service times and served targeted ads to attendees.

This approach showcases the benefits of Liquivida's services while also creating a sense of community and collaboration with local organizations. By using data-driven tactics like geofencing and targeted ads, the team ensures their message reaches the right audience, effectively and efficiently.

Social media’s value extends beyond content — it’s also a vital tool for direct engagement with your audience. Every comment or direct message is an opportunity to create a memorable customer experience. 

Tejada emphasized the importance of building up engagement for getting more eyes on your content. “There's a lot of different things that you have to do for those algorithms to start presenting you more on people's newsfeed, but that's part of it is making sure you have engagement, making sure you're liking the comments and responding back." 

Millet went a step further, highlighting Townhouse’s reliance on customer comments to drive content strategy. “I think there's so much positivity around opening in Beverly Hills from a UK customer perspective, it's sunnier, people are well dressed and look great and you can show Rodeo Drive and things like that. So we use that to reinvigorate or just give an extra shot of life to our broader strategy.”  

By following these strategies, wellness brands can unlock the full potential of a social-first approach, fostering loyalty while expanding their reach. Whether you’re just starting or scaling rapidly, there’s no better time to prioritize the power of social marketing. 

Interested in hearing directly from industry leaders about the trends driving innovative brands forward? Learn more about Innergize 2025 here.