Author(s) :

Ajooni Kaur.

Volume/Issue :

Abstract :

Marketing plays a massive role in shaping consumer behavior and brand loyalty, especially in imagedriven industries like cosmetics. However, the unique marketing challenges faced by minority-owned cosmetics startups are still largely understudied. Regardless of a growing public interest in diversity and inclusion, many businesses struggle to translate social support into consumer engagement. This paper addresses the underexplored relationship between marketing strategy and brand perception as it applies to minority-owned beauty brands in the United States. It helps to understand how marketing choices such as influencer collaborations, platform selection, visual messaging, and brand storytelling influence the way consumers perceive, trust, and support these brands. It argues that thoughtful marketing strategies can bridge the gap between consumer values and actual purchasing behavior, especially when authenticity is communicated. This study used a mixed-methods approach including a literature review, qualitative interviews with beauty consumers, and a survey of 97 respondents. Interviews captured in-depth opinions on branding and trust, while the survey measured how demographic variables like race, age, and gender relate to perceptions of minority-owned brands. The findings showed that while consumers support diversity, purchasing decisions were still heavily influenced by familiarity, presentation, and marketing reach. The study offers practical implications for minority-owned startups and marketing professionals seeking to build stronger, values-based connections with their audiences in an increasingly competitive industry.