KULT — Marketplace to Community
Atmadip Mukherjee
Reddit-first community strategy for premium-beauty Gen Z
Copy Manager at KULT, a premium beauty D2C app. Instagram and Reddit. Scope covered strategy, copy, brand IPs and the calendar.
Discovery is not trust
Indian premium beauty had a trust problem rather than a product one. Getting found was not the constraint. Being believed was.
Marketplaces solve discovery. They do not solve the question a buyer actually asks before spending on skincare, which is whether any of this is true.
Marketplace to community
A four-week build, from transactional storefront to trusted authority.
Week 1, The Reset. Community sentiment mapping. Identity setup, bio and wiki.
Week 2, The Rituals. Mentor Mondays, Trust Me Tuesdays, Self Only Sundays. Habit before frequency, because a recurring format people look for builds something a one-off post cannot.
Week 3, The Authority. Live derm AMAs, ingredient deep-dives, monthly transparency.
Week 4, The Innovation. Beta programs for top members, with a target of 75% user-generated content by month end.
Two platforms, two voices
Same brand, written twice, because a post that does fine on Instagram gets downvoted on Reddit for sounding like an ad.
Instagram ran aspirational and editorial: "Bestseller alert. The glow-up your routine was missing."
Reddit ran authentic and matter-of-fact: "Posting my 90-day Skincode results, sensitive plus oily. The niacinamide match has been wild. Clinical data below. AMA."
The Instagram work
Six campaigns built for Gen Z on @sokultsokool.
SkinSpeak with Kult. A brand IP that gives products customised ratings for your skin.
Mrs. Klaus' Kultmas. Reclaiming Christmas, with a contest that delivered.
#NoChill Winter Sale. Turning up the heat in winter.
Tirtir x KULT. Korean cult-favourite, brand-led sale.
Astro Makeup Guide. Capitalising on the astro craze.
Girls' Girl Klub. Ditch the boys, embrace your girl squad.
The role ended in February 2026 during a company-wide operational halt. The work above is what ran before that.
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Posted Sep 13, 2026
Reddit-first community strategy for premium-beauty Gen Z. Indian premium beauty had a trust problem rather than a product one, so the work moved a transactional storefront toward a place people would actually believe.
