community-commerce
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Bellesa’s First Model Failed in Public - Its Second Built a Pleasure Brand Where Ads Couldn’t Go
A consent crisis forced the Montreal startup to tear out its original engine. What followed was a sharper business built on owned products, creator distribution and the radical idea that the checkout page is part of sexual wellness.
Glossier Built the Comment Section Into a Beauty Counter. Then the Counter Moved.
Born from a beauty blog and built for Instagram, Glossier made customers part of the product team. Its second act is a harder experiment: keeping that intimacy while selling wherever beauty shoppers already are.
Try Your Best (TYB)
Try Your Best (TYB) is a community rewards platform that lets consumer brands turn their most obsessed fans into a measurable, on-chain loyalty layer. Founded by Outdoor Voices creator Ty Haney in 2021, TYB rewards shoppers for participation - reviews, referrals, user-generated content, challenges and purchases - with collectibles, brand coins and access to exclusive drops. Around 200 brands including Glossier, Rare Beauty, Poppi, Urban Outfitters and Saie use TYB to reach roughly two million users, mostly Gen Z women, with the company reporting higher purchase frequency and lifetime value for participating customers.