What Beauty Creators Need To Know In The Algorithm Era—Straight From Our Talk At Cosmobeauté 2025

Beating the algorithm, one step at a time.

Published on Jun 13, 2025

Photo: Alyana Olivar

We all know beauty trends come and go. A trending beauty look can be a hit for a hot moment, and be passé in the next. With beauty, change is inevitable, much like how social media algorithms constantly evolve to push the next trend up your feed.

So, how can we, as beauty lovers, keep up with the constant change and remain relevant? That's the question Cosmopolitan Philippines' very own Executive Editor Ida Aldana presented to the audience during our talk at Cosmobeauté Philippines 2025 held on June 4 (the first day of the three-day trade show!). With most of the attendees being beauty experts, entrepreneurs, and manufacturers, the event was the perfect platform for us to spark meaningful conversations on how beauty creators can thrive in the algorithm era.

There's no need for FOMO if you're curious about what we shared. We're giving you a TL;DR below so you can start using them ASAP!

Tip #1

No double entendre here! The algorithm works fast, so you have to ride the current while it's still strong. You're working against the clock and other creators for a spot on people's feeds. But this doesn't mean you have to force yourself into hopping on a trend. Just like the big O, your content shouldn't be faked. ;)

You need to consider: Is this trend relevant to my audience? Does it make sense for me to do it? The answer to both questions should be a definitive "YES," and if it isn't... well, there are other trends you can explore.

For example, if you're primarily creating content for hair professionals, why would you force yourself to do a makeup trend? It doesn't make sense, and ultimately, it wouldn't attract the audience you're targeting.

A lot of the attendees started nodding when they heard Ida say this. Because if there's one way to sum this up, it's that there's value in being selective, but being open to exploring.

That said, once you've found a trend that is relevant to your desired audience, you should find a way to inject your own flavor into it. It should still be relevant to your brand and followers—because trust us, they will know and call you out if it isn't. Yikes!

Tip #2

With algorithms constantly changing, having a loyal community that will keep returning to your platform is the key to staying relevant. All the trendjacking content, memes, and reels you push out will be worth nil if you don't have people watching, liking, and sharing your content.

One of the ways you can keep your community involved in your content is by asking questions. What do they like? What do they want to see from you? Most importantly, what are their opinions on certain topics? Their comments can be your springboard to new content and strategies—plus, they will feel more involved in what you do and not just as passive observers.

At the end of the day, people now want to find something real and authentic amidst the curated content fed to them with every refresh. And what's more real than opinions shared between people who don't have anything big at stake? Hence, community comments.

You can hear the aha moment happen for the audience with this tidbit. Because while a lot of beauty experts know their consumers, sometimes they don't know how to interact with them and bring them in to convos. (Luckily, we were there to help!)

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Tip #3

Don't you just get the ick when a video or post just screams "Please buy!" when you scroll past it? According to Ida, that's where some brands miss when coming up with content these days. While sales are important, people want to get something more from what they consume online.

So, you have to give them something more. Share road-tested beauty tips and hacks that will make their GRWM routines faster. Perhaps you have info on why certain products perform the way they do, and how they can make it still work for them in their current beauty regimen. It can even be as simple as swatching a product and telling them if the formula oxidizes in color after it sets. This is important info, and your viewers will thank you for making the effort to share!

Ofc, it's best to come prepared with science- or expert-backed research if you're making any claims online! Everyone is a beauty lover-turned-amateur cosmetic scientist these days, so you should always have the proper references to support the facts you're sharing.

It's also okay to simply want to entertain people. There are many ways to make short-form content entertaining and valuable. You just have to find the sweet spot that works for you and your community.

Ida closed the talk with one powerful reminder: No matter how the algorithm evolves, content that's personal, relatable, and real will always find its way onto people's feeds. It's not just about chasing trends—it's about creating something that connects.

These are just the key takeaways from Ida's talk—but they're tips you can start using ASAP. Cosmo has always been at the forefront of what's next in beauty, and we're excited to keep leading the conversation with you.

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Alyana is the Asst. Managing Editor of Cosmopolitan Philippines. If she's not testing the latest beauty drops, she's playing with her two cats and three dogs.