Why MCoBeauty Is Winning the Dupe Economy (& TikTok's Heart) ft. Gabriel Gomez

Episode notes

What do you get when you combine razor-sharp humour, social-first instincts, and a refusal to play by the rules? An equal-parts entertaining, and practical, deep dive into brand building on social today. This week, Verity sits down with Gabriel Gomez (Head of Social & Community @ MCoBeauty (US), Creator & Speaker) to explore how one of Australia’s most-followed beauty brands is winning the US market. Spoiler alert: it’s by moving fast, listening closely, and making the right kind of noise online. Turn this episode on and up to learn how to: Spot and Scale the Right Cultural Moments, Without 10 Approvals & a Deck: Gabe shares how MCoBeauty gets from idea to action in minutes, thanks to lean teams, shared instincts, and a refusal to overthink the feed. Build Campaigns with Cross-Functional Input (Without Slowing Things Down): Gabe’s approach flips the usual script: involve people early, keep ideas fluid, and trust that great strategy can come from any level of the org.

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