Getting The Scoop with Trendmood
The Instagram account started in 2012 is well-known for breaking beauty launches before anyone else, and the woman behind it, makeup artist Sophie Shab, shared with The Business of Fashion how it all came to be, and what’s in store for the future.
Sophie Shab is no longer just scooping exclusive beauty launches from bigger publications but also signing brand partnerships, promoting monthly drops of curated products, and opening her first pop-up in Los Angeles this summer. According to the Business of Fashion article, “Brands love Trendmood for its "consumer-centric" audience, as well as an editorial strategy that favors product news over perspective or critique.”
Trendmood’s commercial influence is difficult to ignore. When Smashbox Cosmetics promoted its blush stick through the account, the brand not only saw an increase in product mentions and social chatter, but also a bump in its direct-to-consumer sales.
Shab’s insight and ability to break industry news blur the definition of what a beauty influencer’s role is meant to be, and at one point MAC Cosmetics and Sephora both thought she might be a corporate mole to get all the inside scoops. Since then, brands like Supergoop! and MAC have use the account to announce new product launches, as well as to tap into Trendmood’s followers for feedback.
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