Beauty brands are undertaking many social media initiatives to calm their anxious followers during the Covid-19 pandemic -- including making their heads tingle with ASMR.

As salons are among the businesses that have been hit especially hard during the Covid-19 shutdowns, we talked to one hair salon owner about what the application process has been like for the Small Business Administration relief loans.

Out of the consumer groups experiencing the most anxiety during coronavirus, pregnant women have to be near the top of the list.

A tried-and-true business strategy for an earlier generation of beauty bloggers including Jeffree Starr, Huda Kattan and Jaclyn Hill, the launch of a beauty line is now being embraced by the TikTok generation. 

Though long overshadowed by the Instagram's smash hit Stories features, IGTV is receiving renewed interest from beauty brands as they pump out social content for users stuck at home during Covid-19. 

Head to beauty brands’ Instagram accounts in the COVID-19 era, and you’re likely to see guided breathwork and soundbaths, alongside makeup tutorials and skin-care routines. 

As Zoom has become the dual work and social platform of choice, Zoombombing has been all over the news as online classes and promotional beauty brand events have been affected. Companies large and small have been targets of Zoombombing in recent weeks, including Glow Recipe and Chipotle. 

As work-from-home culture means less need for prestige cosmetics, beauty companies have been emphasizing personal care products like soap to reach consumers stocking up on essentials.  

As Zoom’s role in the brave new Covid-19 world has expanded from videoconferencing tool to social outlet, brands are using the platform to interact with both employees and consumers.