Beauty Brand Newsletter Strategy on Substack: How to Stand Out in 2025
Successful Substacks published my brands: The Real Real, Saie Beauty, Rare Beauty, and Crown Affair’s Founder: Diana Cohen’s Take Your Time
The beauty and wellness industry is one of the fastest-moving consumer markets. From product innovation to shifting consumer values, beauty brands that want to stay ahead can’t rely solely on social media algorithms. That’s where newsletters come in — specifically on Substack, a platform built for deep connection and content-driven growth. If you’re a beauty brand (or a founder of one), a newsletter strategy on Substack could become one of your most valuable marketing tools in 2025.
In this post, we’ll break down how beauty brands can leverage trend forecasting, AI personalization, and unique content creation to craft a winning newsletter strategy on Substack.
Why Substack for Beauty Brands?
Substack is more than just a newsletter tool. It’s a storytelling platform where beauty and wellness brands can:
Build direct relationships with consumers (no algorithm blocking your reach).
Own your audience through email, creating a long-term asset.
Monetize content through subscriptions or exclusive communities.
Position as thought leaders by offering high-value, editorial-style content.
Unlike Instagram or TikTok, your newsletter subscribers are there because they want to hear from you — which makes it one of the highest-ROI marketing channels.
Step 1: Use Trend Forecasting to Guide Newsletter Content
Consumers crave brands that anticipate their needs. By integrating trend forecasting into your Substack content strategy, you can:
Spot emerging beauty trends (e.g., skinimalism, multi-use products, or microbiome-friendly skincare).
Educate your audience before trends hit the mainstream.
Position your brand as a leader, not a follower.
👉 Hypothetical Example: A skincare brand could release a monthly “Future of Beauty” dispatch, featuring ingredient spotlights, sustainability updates, or upcoming wellness shifts. This creates authority and keeps readers excited for insider insights.
👉 Real Example: Saie, known for its clean, makeup-meets-skincare ethos, often highlights sustainability and ingredient education. A Substack newsletter from Saie could expand on their blog-like content, sharing trend insights on eco-packaging or wellness rituals, keeping their community both informed and loyal.
Step 2: Harness AI for Personalization
AI tools can take your Substack newsletter strategy from good to exceptional. Here’s how:
Dynamic segmentation: Send product recommendations based on customer behavior.
AI-driven subject lines: Improve open rates with personalized, optimized titles.
Content repurposing: Use AI to transform long-form articles into snackable tips or visuals for cross-channel use.
For beauty brands, AI-driven personalization means sending the right content to the right subscriber at the right time — whether it’s skincare advice, early access to a product launch, or tailored wellness rituals.
👉 Example: Rare Beauty could leverage AI to personalize Substack emails by mental health interests, new product lines, or exclusive community events. With their mission-driven approach, personalized storytelling not only boosts engagement but also reinforces brand values.
Step 3: Create Unique, Brand-Defining Content
In an oversaturated beauty market, authentic storytelling is your biggest differentiator. Substack gives you the space to:
Share behind-the-scenes content: Product development stories, founder journeys, or lab notes.
Feature expert voices: Dermatologists, makeup artists, or wellness coaches can contribute.
Build community: Spotlight user-generated content (UGC) and invite subscribers to contribute their experiences.
💡 Tip: Think of your newsletter as a mini-magazine — polished, editorial, and designed to inspire as much as it informs.
Example Substack Newsletter Strategy for a Beauty Brand
Weekly rhythm:
Week 1: Trend forecast & cultural insight.
Week 2: Product spotlight with AI-driven personalization.
Week 3: Behind-the-scenes founder story or expert interview.
Week 4: Community feature with UGC + subscriber-only perks.
Tone & visuals: Clean, elevated, with a balance of expert knowledge and accessible lifestyle content.
Call to action (CTA): Drive readers toward early access sign-ups, loyalty programs, or wellness event RSVPs.
Why Beauty Brands Need a Substack Strategy Now
Email ROI is unmatched: For every $1 spent, email marketing generates an average of $42 in return.
Substack is growing fast: Consumers are leaning into long-form, trusted content.
It future-proofs your brand against changing algorithms and ad costs.
By combining trend forecasting, AI personalization, and authentic content creation, beauty and wellness brands can turn a Substack newsletter into a growth engine that builds loyalty, drives sales, and strengthens brand authority.
Authentic storytelling drives success
In an oversaturated beauty market, authentic storytelling is your biggest differentiator. Substack gives you the space to:
Share behind-the-scenes content: Product development stories, founder journeys, or lab notes.
Feature expert voices: Dermatologists, makeup artists, or wellness coaches can contribute.
Build community: Spotlight user-generated content (UGC) and invite subscribers to contribute their experiences.
💡 Tip: Think of your newsletter as a mini-magazine — polished, editorial, and designed to inspire as much as it informs.
👉 Example: Crown Affair, a haircare brand known for elevating daily rituals, could use Substack to share founder musings, haircare routines inspired by global traditions, or expert Q&As. Their minimalist, luxurious aesthetic translates seamlessly into a Substack editorial.
👉 Example: Wellness brands like Moon Juice or Golde could share educational dispatches on adaptogens, rituals, or ingredient sourcing — positioning themselves as lifestyle authorities beyond their products.
Notable Wellness & Lifestyle Brands on Substack
Several other brands in wellness-related spaces have embraced Substack with promising results:
Saie (clean beauty brand): Their Substack, From the Saie Office, offers weekly newsletters with behind-the-scenes updates, product trends, and interviews. They reported a 20% month-over-month subscriber growth, thanks to consistent content and Substack’s discovery features Site TitleMeltwaterModern Retail.
Loftie (sleep-tech brand): Their newsletter, Little Book of Sleep, explores the cultural history and science of sleep through dispatches from multiple writers. It positions the brand as a lifestyle authority rather than a sales channel Site TitleMeltwaterModern Retail.
Tory Burch: Their newsletter What Should I Wear? provides fashion advice, designer interviews, and style inspiration, aligning with their brand image of accessible sophistication Site Title.
The RealReal: Their Substack Rarely (or sometimes called The RealGirl) acts as a fun insider fashion persona, building community with subscribers interested in resale and fashion stories Site TitleMeltwater.
Nest Wellness by Beth Bollinger: This health-focused Substack offers low-glycemic recipes and metabolic health tips. It boasts over 16K free subscribers and around 1K paid subscribers, demonstrating both broad reach and monetization success Sidestack.
Other lifestyle and wellness adjacent Substacks include Magnolia Natural Living’s Wellness Uncovered (deep-dive investigative reports on wellness issues), Butter Wellness (a men’s sexual wellness brand in early building phase with over 2K free subscribers), and Wellness HQ (focused on boundaries and self-care)
Can Brands Monetize Their Substack? Here’s What You Need to Know
In the last few years, Substack has evolved from a writer-driven publishing platform into a powerful tool for brands looking to build community, loyalty, and recurring revenue. The question many marketing leaders ask is: Can a brand actually monetize its Substack? The short answer—yes. But success depends on strategy, positioning, and execution.
Why Substack Works for Brands
Unlike social media, where algorithms control who sees your content, Substack gives brands direct access to subscriber inboxes. That means higher open rates, deeper engagement, and stronger relationships with audiences. For wellness, lifestyle, and consumer brands in particular, the platform has become a modern alternative to traditional newsletters, with a built-in discovery engine that surfaces content to new readers organically.
The Two Paths to Monetization
Brands can think about Substack monetization in two ways:
Direct Monetization (Paid Subscriptions):
Some companies offer premium tiers, gated content, or exclusive access to products and community events. For example, niche wellness creators and brands alike charge $5–$10/month for recipes, programs, or expert interviews.
This model works best when a brand has unique IP or educational content that readers see as highly valuable.
Indirect Monetization (Brand Growth + Loyalty):
For most consumer brands, the real money comes from using Substack as a brand storytelling engine. Instead of charging subscribers, they use the platform to nurture loyal customers who ultimately spend more on products, engage in advocacy, and fuel word-of-mouth growth.
Think of it as long-term ROI: a consistent Substack strategy increases customer lifetime value (CLV), reduces reliance on paid ads, and positions the brand as a cultural authority.
Challenges to Keep in Mind
Of course, not every brand should jump in with a paid tier. Paid newsletters can alienate casual readers if the value exchange isn’t clear. Brands must also balance promotional content with editorial storytelling—because no one subscribes for pure sales pitches. That’s where strategy makes or breaks success.
Where Agencies Come In
This is where our agency steps in. We help brands:
Develop an editorial identity that aligns with your mission and resonates with your audience.
Optimize for discovery so Substack’s algorithm brings in new subscribers organically.
Create monetization strategies tailored to your brand—whether that’s direct subscription revenue, exclusive content, or customer retention campaigns.
Track performance and ROI so you know exactly how your Substack is impacting the bottom line.
So, Can Brands Monetize Substack?
Yes—but not always through subscriptions. For some, the revenue lies in paid tiers and exclusive access. For most, the true value comes in community building, loyalty, and storytelling that drives long-term growth. With the right guidance, Substack can be more than a publishing tool—it can be a measurable part of your marketing and sales engine.
Ready to Build Your Beauty Brand’s Newsletter Strategy?
At So Sloane, we help beauty and wellness brands design newsletter strategies that don’t just land in inboxes — they make an impact. From trend insights to AI-driven personalization, our team ensures your Substack newsletter sets you apart.
👉 Let’s talk about how we can craft your brand’s next-level newsletter strategy.
