As the bar for immersive brand storytelling rises, vibe marketing is set to become standard practise in beauty. As GenAI becomes more difficult to discern, even indie beauty brands have been establishing policies to gain trust with their customers. “Integrity, to us, means doing the right thing, especially when no one’s looking.”Shortcutting human discernment risks the erasure of the insight that makes beauty marketing evocative and inclusive. Lisa Payne, head of beauty trends at the trends intelligence agency Stylus, emphasised that a diversified creative workforce is essential for beauty marketing. “Beauty trends are inherently emotional responses to multiple factors driven by socio economics, pop culture, and the media,” she said.